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?Y
:
? Focuses on the product-market decisions and
competitive strategy
?Y :
? Úoncerned with the routine operational matters
relating to the marketing mix & others connected
with the sales and marketing
? Decision making is from top to bottom
? "
senior mangers pass on plans &
strategies to junior mangers for implementation
? Àt reactive in nature, as operational managers
support the strategies and purely short term
V
V
"
Y
uu
u
u
Focuses on identifying the viable and potential
marketing opportunity
Vroduction concept
Àntegrated marketing approach
Firm must concentrate on Formulating strategies to
attract customers based on
Gnalyzing the market opportunity
Developing Marketing Strategies
Vlanning Marketing Vrograms
Managing Marketing effort
Develop Vision (-eflects aspirations and specifies its
intended direction or future destination)
Develop Mission (Àndicates the most obvious
purpose)
State the on which plan is based
Gnalyze
changes taking place in the market
the image of the company with that of
expected image of the customers
for Úritical Success factors of firm
G ÿpportunity
performance
ways to enhance the performance