Professional Documents
Culture Documents
Global Edition
Kotler and Armstrong
Chapter 2:
Company and Marketing
Strategy
Partnering to Build
Customer Engagement,
Value, and Relationships
Nike’s outstanding
success results from
much more than just
making good sports gear.
The iconic company’s
strategy is to build
engagement and a sense
of community with and
between the Nike brand
and its customers.
Copyright © 2016 Pearson Education, Inc.
2-2
Company and Marketing Strategy
Learning Objectives
Learning Objective 1
2-14
Copyright © 2016 Pearson Education, Inc .
Designing the Business Portfolio
The Boston
Consulting
Group
Approach
Existing New
products products
Existing
markets
New
markets
Learning Objective 3
Learning Objective 3
Learning Objective 4
Internal
External
Positive Negative
• Evaluating results
• Taking corrective action
• Operating control
• Strategic control