Marketing Planning and Strategy Complete Notes including Readings

24415 - Marketing Planning and Strategy

Marketing Planning and Strategies LEC1: Strategic Perspective History of Strategic Management • Etymology: derived from the Greek word stratcgos, derived from: − “stratos” – meaning army − “ago” – Greek for leading/guiding/moving • Based on ancient military and political behaviour • Determination of the basic-long term goals and objectives of an enterprise, and the adoption of courses of action and the allocation of resources necessary for carrying out those goals – Chandler 1962 Level of Strategy (explain each level and provide an example for each level) • Network level Strategies − Defines boundaries of the firm & interaction with its environment • Corporate Strategy − Business want to compete and how to coordinate business? (reach: vision and goals,) • Business Strategy − How to compete in each business (develop/sustain corporate advantage) • Functional strategy − How to implement strategies within the functional areas of the business (coordination of resources e.g. marketing, finance)