Example Mission Statements:
Discussion Topic: Find your company's mission statement. How well is this statement understood among employees and customers? Evaluate the missions statements above with respect to purpose, business and values.Indentify the limiting factors with the BCG and GE models.
Insead
Wharton Alliance.
Discussion Topic: Cite examples of strategic alliances.
Identify alliances your company participates and why.
Discussion Topic: Create a SWOT analysis of your own business (business unit).
Consider the difference between strategic marketing and tactical marketing.
Marketing Planning Process includes:
Business Markets
More sales by value in B2B than B2C.
Purchase for:
In order to:
Customers are:
Characteristics of Business Customers:
Buying Process consists of:
Contrast this with the Consumer buying process?
Who makes the purchasing decision?
What are the contextual elements that impact the decision?
What is included in purchase: re: customer service levels etc.
Evolution of Business Buying
Whenever you make choices with respect to your customers (business or final consumers) you need to be aware how your competition changes as a function of your decisions. Understanding the prisoners dilemma model is useful. Clearly your relation compared to other competitors is important (market leader versus follower for instance) and the nature of the marketplace (monopoly, oligopoly and monopolistic competition).
Consequences of zero percent financing for autos?
Need to consider competitors AND customers for decisions.
Importance of competitive intelligence.
Classification of competitors (brand, industry, form, generic)
Keep competitors?
Industry Concept of Competition:
New Entrants:
Innovators Dilemma
Disruptive
Technology
Priceline, Expedia and American Airlines versus Travel Agent market
place.
Discussion Topic: Identify and discuss other industries
prone to disruptive technologies.
SBA:
The Marketing Plan
The Marketing
Audit Comes of Age
How
to Write a Mission Statement
Link to discussion
board
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