Companies and Marketing Strategies

El Omari Soukaina
03/09/2010

                      Companies and marketing     strategies

Companywide Strategic Planning: Defining Marketing’s Role

To find the game plan of a company long run survival and growth according to the company’s objectives, situations, opportunities, resources.; we can use the process is called strategic planning. Strategic planning is the process in which we develop and maintain a strategy between the organization’s goals, and capabilities, and its changing marketing opportunities.

This strategic planning involves:
  1. Define the mission and the overall purpose.
  2. Detailed supported objectives
  3. Design the business portfolio
  4. Plan marketing and other functional strategies

          Defining a Market-Oriented Mission:
To answer the question about the nature, the purpose, and the customer’s value, many companies develops a mission statement. A mission statement means a statement of the origination’s purpose (what it wants to accomplish in the larger environment).   In this mission, the company takes in consideration the basic needs of customer.
Defining a mission statement ought to be meaning full, specific, and motivating.

        Setting company’s Objectives and goals:
Mission and overall purpose should be turned to detailed objectives for each level of management, in order to give responsibilities and objectives to each level of management. It involves also a hierarchy of objectives.
   
       

Designing the business Portfolio:
Business portfolio is the collection of businesses and products that make up company. This portfolio includes two steps:
  1. First, analyze its current business portfolio in which they evaluate the businesses and products that make up the company, thus it can make most of resources in the more profitable products. Indeed, it’s a good idea to add support products that fits with firm’s philosophy and competencies.   The purpose of designing the portfolio...