 A business

undertakes various
activities to achieve
its objectives . A
framework was
designed to
summarize these
activities
1. Identifying the
Company’s Mission,
Vision and Values
- the company’s mission
and vision will define its
business goals.

• Company’s Orientation
- a company orientation is
the focus of a business
and this guides a
company’s general
direction.
• Production Orientation
- the business is focused on
producing more units to
achieve economies of scale.

• Sales Orientation
- the businesses make the
product that they think they
can sell in the marketplace.

• Product Orientation
- the business is focus on
making high quality products.
• Market Orientation
- the business is focused on
the consumer, thereby
leading to profit.

• Societal Marketing
Orientation
- the business applies
marketing principles and
techniques to create,
communicate and deliver
value to influence target
behavior that benefit the
target market and society.
2. Strategic Planning
-is defined as designing a
way for a business to
achieve its objectives.

Environmental Assessment
Micro Environment
Macro Environment
 Customers
Relevant
Public
(i.e., Employees
media)
Company

Shareholders Competitors

Suppliers
 Customers – group of
people whose needs, wants
and demands should be met
and satisfied by the
company.
 Employees – people who
are employed by the
company.
 Competitors – other
businesses that offer products
that can satisfy the needs,
wants and demands of the
same customers.
 Suppliers – they provide
the business with raw
materials that they need in
running the business.

 Shareholders and Equity

partners – are investors
whose interests also need to
be satisfied by the business.

 Public – group of
individuals who are relevant
to the business.
 This is made up factors
that have an indirect impact
on business operations.

 Political factors include

government policy, political
stability, foreign trade policy,
tax policy, labor law,
environmental law, trade
restrictions and so on.
 Economic factors include
economic growth, interest
rates, exchange rates,
inflation, disposable income
of consumers and businesses
and the like.

 Social factors include

population growth, age
distribution, health
consciousness, and career
attitudes, among others.
 Technological factors
include new ways of
producing goods and
services, new ways of
distributing goods and
services and new ways of
communicating with
target markets.
 Legal factors include
health and safety, equal
opportunities, advertising
standards, consumer rights
and laws, product labeling
and product safety.
 Environmental factors include
scarcity of raw materials, pollution
targets, doing business as an
ethical and sustainable
company, carbon footprint
targets set by governments an so
on.

Business Direction
 Market Objectives – objectives
that refer to market leadership,
market spread and/ or customer
service.
 Performance Objectives –
objectives related to growth
and/ or profitability.

Internal Objectives –
objectives can be stated as
those connected with
efficiency in the processes and/
or personnel management.

 External Objectives –
objectives are related with
social responsibility.
 Lower Differentiation
Cost

Broad Cost Differentiation

Target Leadership

Narrow Cost Focus Differentiation

Target Focus
1. Cost Leadership Strategy
This quadrant is relevant to
companies that can achieve
economies of scale in
production and marketing
and covers a broad marker.

2. Differentiation Strategy
This quadrant is relevant to
companies that have distinct
products and covers a broad
market.
3. Cost Focus Strategy
This quadrant is relevant to
companies that are low-cost
providers to the segment.

4. Differentiation Focus Strategy

This quadrant is relevant to
companies that have distinct
products and covers a narrower
segment.
3. Implementation Planning

 Goals of Marketing
The goals of marketing
can be monetary, marketing
related or social.

Monetary Goals
-it refers to performance.

Marketing Related Goals

-it refers to direction.

Social Related Goals

- it refers to external objectives.