Marketing Strategy

9/2/99


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Table of Contents

Marketing Strategy

Agenda

Marketing Strategy

Strategic Planning and Marketing Planning

Corporate Strategic Planning

Define Corporate Mission

Identify SBUs

Evaluate the Current Business Portfolio

Portfolio Analysis: The BCG Matrix

The GE Approach

“Core Competence” of the Corporation Prahalad and Hamel

PPT Slide

The Marketing Plan http://www.ag.auburn.edu/dept/aec/nama/goldengrow.html

1. Executive Summary

2. Background

3. SWOT Analysis

4. Objectives

5. & 6. Strategy and Programs (4P’s)

7. Financial Documents

8. Controls and Contingencies

Agenda: Reprise

 Author: Fuqua School of Business

Email: mela@duke.edu

Home Page: http://www.duke.edu/~mela/ba360