marketing theory and principles chapter 2

School of Business
Department of Marketing

BMKT300 – Marketing Theory and Principles
Chapter 2 | Part 1
Company and Marketing Strategy

,Objectives:

• Explain company-wide strategic planning and outline its four
steps.
• Discuss how to design business portfolios.

, Company-Wide Strategic Planning
Strategic Planning Definition


• Strategic planning is the process of developing and maintaining
a strategic fit between the organization’s goals and capabilities
and its changing marketing opportunities.
• It involves adapting the firm to take advantage of opportunities
in its constantly changing environment for long-run survival and
growth.

, Company-Wide Strategic Planning
Steps in Strategic Planning




1 2 3 4