STRATEGIC MARKETING MANAGEMENT

Document Type
Essay
Pages
16 pages
Word Count
641 words
School
university of mississipp
Course Code
311
STRATEGIC MARKETING MANAGEMENT
CHAPTER 2
SPORT MARKETING NOW…
Seomgyun Lee
Marketing Strategy of Adidas
Collaboration
-Adidas backed powerful endorsement contracts with some powerful non-athlete
superstars like Kanye West and Pharrell Williams.
Innovation
-Adidas uses recycled plastics for their shoes and clothing because of the company’s
vision to get rid of virgin polyester overall by 2024.
STRATEGIC PLANNING
Seomgyun Lee
The process of developing and maintaining a strategic fit between the company’s
goals and capabilities and its changing marketing opportunities.
Strong marketing management strategy requires both
strategy (big-picture concepts) and tactics (the details of the plan).
MARKETING PLANNING PROCESS
Seomgyun Lee
1Develop vision, position, and purpose
2Develop strategic goals and objectives
3Develop a marketing mix plan
4Integrate marketing plans into the broader organizational strategy
5Control & evaluate
MARKETING PLANNING PROCESS
Seomgyun Lee
1Develop vision, position, and purpose
STRATEGY: THE ART OF WAR
“If you know your enemies and know yourself, you
can win a hundred battles without a single loss.”
“If you only know yourself, but not your opponent,
you may win or may lose.”
“If you know neither yourself nor your enemy, you
will always endanger yourself.”
MARKETING PLANNING PROCESS
Seomgyun Lee
1Develop vision, position, and purpose
A long-term road map of where the organization is headed.
It creates organizational purpose and identity.
“A statement of the organization’s purpose what it wants to
accomplish in the larger environment(Kotler & Armstrong, 2004, p. 41).
“Should be meaningful and specific
MARKETING PLANNING PROCESS
1Develop vision, position, and purpose
“To make all athletes better through passion,

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