1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)...
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Transcript of 1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)...
1 of 12
Defining the Organization’s Business, Mission, and Goals
Business Definition (Who are we?) scope of the organization’s operations customers served, needs satisfied,
means/technology used
Business Mission (What do we do?) the organization’s purpose customers, products/services, markets,
philosophy, technology
Business Goals (Where are we going?) problem-centered and future-oriented situation analysis
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Starbuck’s Mission Statement
Starbucks Coffee Company Information
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Identifying and Framing Organizational
Growth Opportunities
What might we do? - environmental opportunity
What do we do best? - distinctive competency
What must we do? - success requirements (Linkage between these determines
whether an organizational opportunity exists.)
Converting Environmental Opportunities into
Organizational Opportunities
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Monitoring and Managing Environmental Influences
EconomicEnvironment
Social-CulturalDemographicEnvironment
CompetitiveEnvironment
TechnologicalEnvironment
RegulatoryEnvironment
Product Decisions
DistributionDecisions
PromotionDecisions
PricingDecisions
Advertising
Sales Promotion
Point-of-purchase CommunicationsDirect
Marketing Communications
Public Relations& Sponsorship Marketing
Personal Selling
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Marketing Strategy and Consumer Behavior
Marketing Strategy and Consumer Behavior
OutcomesIndividual
FirmSociety
Consumer decision processProblem RecognitionInformation Search
Alternative EvaluationPurchase
UseEvaluation
Marketing strategyProduct, Price, Distribution,
Promotion, Service
Marketing segmentationIdentify product-related need sets
Group Customers with similar need setsDescribe each group
Select attractive segment(s) to target
Marketing analysisCompany
CompetitorsConditionsConsumers
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Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights reserved.
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Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis
internal
external
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SWOT
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SWOT
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SWOT
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SWOT
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SWOT
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SWOT