- The Mission of Maytag:
"To improve the quality of home life by designing, building,
marketing and servicing
the best appliances in the world."
----------Thanks to Annie Kitchens----------
- Corporate Strategic Planning
- defining the company mission - examples
- setting company goals/objectives
- designing the company's portifolio
- planning the functional strategies
- Strategic Marketing Tools
- BCG portfolio
- relative market share - example calculations
- industry growth rates - examples
- GE matrix
- business strengths - weighted attributes example calculations
- industry attractiveness - weighted attributes example calculations
- Expansion grid (product-market opportunity analysis see text page 5)
- penetration strategy
- product development
- market development
- diversification - a finance based approach
- PIMS
- Product/promotions grid (within market development)
- Marketing Audits
- an overall assessment of the organization's marketing environment,
organizational capabilities, objectives and strategy.
- Wharton School video
- Competitive Advantage via low-cost supplier
- Low-cost, low-price - example Continental Airlines
- Low-cost, high-price - example IBM PC's
- Competitive Advantage via product/service quality differentiation
- L'Oreal hair coloring, Perdue's chicken, Hewlett-Packard
- Competitive Advantage via supply or distribution leverage
- Distributional "barriers to entry" - several shelf space examples
- Supply constraints - patents, copyrights, landing rights (gates)
- Competitive Advantage via market niches
- Cray computers, NCR (retail markets), DEC
- Situation Analysis
- Business definition
- Portfolio
- Critical success factors
- Competitive advantage & product/service uniqueness
- Market profiles for each major segment
- Benefit sought by segments
- Competitive analysis by benefits
- Competitor strengths by segment
- Competitive positioning - perceptual space
- Risk analysis Probabilities of external impacts
- Marketing Plan
- Objectives by product/service
- Strategic recommendations for products/services
- Program design
- targets
- product position
- pricing policy by segment
- promotional program
- distribution plan
- Revenue, Share, and Profitability Projections
- Tracking system
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