Markting Homework
Mic_Al
chapter_02_part_01.pptx
McGraw-Hill/Irwin Copyright © 2011 by The McGraw-Hill Companies, Inc. All rights reserved.
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Failed strategy – why?
Not offering XL, XXL & sizes over 10 for women; negative publicity!!
Questionable hiring practices!
Advertisements and models have offended parents for too long
Persistently relied on logo business hoping that its iconic brand image would eventually bring customers back
When a brand gets uncool….
Organization
KINDS OF ORGANIZATIONS
Similar offerings
Business Firm
Nonprofit Organization
Industry
2-5
legal entity of people sharing a common mission developing offerings (products, services, ideas)
profit – oriented (?)
“Been there, done that!”
See chapter 1 &12!
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Are religions an “industry”?
Definition: “industry”
group of organizations with similar
Business (for-profit/ non-profit) activities (4Ps),
especially similar
market offerings (goods, services)
FIGURE 2-A How an industry is structured
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What do you offer? – Everything!
What is Strategy?
Strategy
No uniform definition
Means – plans, policies, actions - by which it seeks to achieve its long-term goal(s)
Can’t Be “All Things to All People”
2-9
Strategy
No uniform definition
Means – plans, policies, actions - by which it seeks to achieve its long-term goal(s)
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FIGURE 2-1 The board of directors oversees the three levels of strategy in organizations:
2-10
CEO, CMO
SBU: Org. unit with set of related offerings for defined group of customers
Ben & Jerry’s
= 1 SBU; both levels merge
= Strategic Business unit
A department of an organization
Responsible for the 4 Ps in a distinct org. area
Possibly held accountable by superordinate units
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TODAY’S ORGANIZATIONS STRUCTURE—SBU
LO1
2-11
SBU has functional levels = dept.
Cross-Functional Teams
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FIGURE 2-2 Visionary organizations: (1) establish a foundation, (2) set a direction, and (3) create strategies to successfully develop and market their offerings
2-12
Timeless, stable, guiding principles
Connects stakeholders; communicationg core values & mission to stakeholders
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STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL FOUNDATION (WHY)
Core Values
Stakeholders
Organizational Culture
Mission or Vision
LO2
Mission Statement
2-13
“Been there, done that!”
See chapter 1 &12!
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Why is a mission statement important?
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Business
STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL DIRECTION (WHAT)
LO2
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describes the rationale of how an organization creates, delivers, and captures value - economic, social, or other forms of value.
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Profit
Sales ($ or #)
Market Share
Customer Satisfaction
Employee Welfare
Social Responsibility
Quality
Efficiency
Possible Goals or Objectives
STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL DIRECTION (WHAT)
LO2
2-16
“Been there, done that!”
See chapter 1 &12!
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STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL DIRECTION (WHAT)
LO2
Goals or Objectives: S.M.A.R.T.
Specific
Measurable
Relevant
Attainable
Time-Based
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STRATEGY IN VISIONARY ORGANIZATIONS ORGANIZATIONAL DIRECTION (HOW)
LO2
Variation by Level
Variation by Offering
Corporate
SBU
Functional
Product
Service
Idea
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“Been there, done that!
See chapter 1 &12!
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Car Dashboards and Marketing Dashboards
Dashboards, Metrics, and Plans
STRATEGY IN VISIONARY ORGANIZATIONS MARKETING DASHBOARDS AND METRICS
LO3
Marketing Metric – measure of MKTG activity
Marketing Plan- quantitative objectives
2-19
Not on exam – do not cross!
Not on exam – do not cross!
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