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•
• What is strategy?
•
• How does marketing contribute?
- The marketing concept
- Market orientation
Marketing Strategy: Introduction
• What is strategy?
A fundamental pattern of present and
planned objectives, resource deployments,
and interactions of an organization with
markets, competitors, and other
environmental factors
• Marketing strategy
-targeting, segmenting and positioning for a
product. Figuring out the marketing mix
Marketing Strategy: Introduction
• What is the marketing concept?
the market ?
Marketing Strategy: Introduction
- Marketing myopia
•
Discussion questions
1.
Q.1 : In defining their strategies, should
•
Characteristics of Effective
Corporate Mission Statements
Broad Specific
High
Stars Question marks
5
4 2 1
Market 6
growth 3
rate 10%
(in Cash cows Dogs
constant 7
8 11 12
dollars)
9 10 13
Low
10 1 0.1
Relative market share
Source: Adapted from Barry Hedley, “Strategy and the Business Portfolio,” Long Range Planning 10 (February 1977).
Cash Flows Across Businesses in the
BCG Portfolio Model
Growth rate (cash use)
Stars Question
High
marks
Cash
Flows
Low Dogs
Cash cows
High Low
Relative market share
Industry attractiveness
High Medium Low
competitive position
High 1 1 2
Business’s
Medium 1 2 3
Low 2 3 3
1 Invest/grow
2 Selective investment/ maintain position
3 Harvest/divest