MKT 2010

2
Company and Marketing Strategy
 Companywide Strategic Planning:
Defining Marketing’s Role

Defining a Market-Oriented
Mission

The mission statement is the

organization’s purpose, what it
wants to accomplish in the
larger environment

Market-oriented mission statement

defines the business in terms of
satisfying basic customer needs
Market-Oriented Business Definitions
 Companywide Strategic Planning:
Defining Marketing’s Role

Designing the Business Portfolio

The business portfolio is the collection of businesses

and products that make up the company
 Companywide Strategic Planning:
Defining Marketing’s Role

Analyzing the Current Business Portfolio

Strategic business unit (SBU) is a unit of the company

that has a separate mission and objectives that can
be planned separately from other company
businesses
• Company division
• Product line within a division
• Single product or brand
 Strategic Business Units

• With your chosen company…

– Define their Business Unit structure

• Or, define the Business Unit structure of a

company of your choice.
Boston Consulting Group
Growth Share Matrix
 Boston Consulting Group
Growth Share Matrix

• With your company…

• Which quadrant of the BCG Matrix would you

put each of your SBU’s (Divisions/Product
Line/Product or Brand?
 Marketing Strategy and the Marketing Mix

Developing the Marketing Mix

The four Ps
• Product
• Price
• Place
• Promotion
 Marketing Mix

• For your company…

• Describe how you use the Marketing Mix

to differentiate your Market Offering and
create a unique position in your target
market.
Marketing Strategy and the Marketing Mix
Developing the Marketing Mix

The 4 Ps versus The 4 Cs

Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication