CH 2: Company & Marketing Strategy
Companywide Strategic Planning: Defining Marketing’s Role
➢ Strategic Planning: the process of developing & maintaining a strategic fit between the
org’s goals & capabilities and its changing marketing opportunities
➢ Steps in Strategic Planning:
Defining a Market-oriented Mission
➢ A mission statement: a statement of the organization’s purpose—what it wants to
accomplish in the larger environment
➢ Mission statement should be market oriented and defined in terms of satisfying basic
customer needs.
➢ Products & technologies eventually become outdated, but basic market needs may last
forever
Setting Company Objective & Goals
➢ The company needs to turn its mission into detailed supporting objectives for each level
of management
➢ The mission should lead to a hierarchy of objectives, including business objectives and
marketing objectives
➢ Marketing strategies & programs must be developed to support these marketing
objectives
Designing the Business Portfolio
➢ The Business Portfolio is the collection of businesses & products that make up the
company
➢ It involves two steps:
o Analyze its current business portfolio & decide which businesses should receive
more, less, or no investment
o Shape the future portfolio by developing strategies for growth & downsizing
➢ Analyzing the current business portfolio:
o Strategic business units (SBUs): can be a company division, a product line within
a division, or a single product or brand.
o BCG matrix:
Anticipated Industrial
