College 1
Chapter 1.1 What is marketing strategy (1)
Knowledge clips are the main focus, the papers support it
It's about integrated knowledge and not that much about what is specifically in the
papers
Overview of strategic marketing decisions
1. What is strategy?
Strategy as the connection between goals and actions
- Strategy in general: a game plan
Goals
Operationalization
- A goals are different from strategies
, - Goals need to be clear in content and time horizon. Sometimes goals are
formulated in absolute terms, sometimes relative to a fix point (e.g. competitor)
Goals can be set on different organizational levels
- A company has also 3 levels.
- SBU is only relevant if you have multiple units (if there is one thing it is the same
as corporate goals) e.g. for multiple SBU is Philips, different business units in
different markets
- Functional goals (lowest levels)
What is strategy?
Strategy as the connection between goals and actions
- Strategy = everything and nothing?
, - It is a plan with a longterm perspective distinguished from goals
Strategy in sport as a game plan – but beyond a single game
‘Strategy is a game plan for getting there [achieving (long-term) goals]’ Kotler and Keller
(2009)
- Football example: game plan base is the same years and years invested in it with
sometimes changes (tikkietakka?)
Strategies can be implemented on three levels
, - They had the problem that Skoda became to close to Volkswagen
(cannibalization)
- So they repositioned Skoda
- So the corporation strategy is to differentiate the brands from each other and
they did it with introducing different car models
- If you do not have SBU’s it is the same as the corporate level
Chapter 1.1 What is marketing strategy (1)
Knowledge clips are the main focus, the papers support it
It's about integrated knowledge and not that much about what is specifically in the
papers
Overview of strategic marketing decisions
1. What is strategy?
Strategy as the connection between goals and actions
- Strategy in general: a game plan
Goals
Operationalization
- A goals are different from strategies
, - Goals need to be clear in content and time horizon. Sometimes goals are
formulated in absolute terms, sometimes relative to a fix point (e.g. competitor)
Goals can be set on different organizational levels
- A company has also 3 levels.
- SBU is only relevant if you have multiple units (if there is one thing it is the same
as corporate goals) e.g. for multiple SBU is Philips, different business units in
different markets
- Functional goals (lowest levels)
What is strategy?
Strategy as the connection between goals and actions
- Strategy = everything and nothing?
, - It is a plan with a longterm perspective distinguished from goals
Strategy in sport as a game plan – but beyond a single game
‘Strategy is a game plan for getting there [achieving (long-term) goals]’ Kotler and Keller
(2009)
- Football example: game plan base is the same years and years invested in it with
sometimes changes (tikkietakka?)
Strategies can be implemented on three levels
, - They had the problem that Skoda became to close to Volkswagen
(cannibalization)
- So they repositioned Skoda
- So the corporation strategy is to differentiate the brands from each other and
they did it with introducing different car models
- If you do not have SBU’s it is the same as the corporate level
