Objectives Corporate and division strategic planing

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Presentation transcript:

Objectives Corporate and division strategic planing Business unit planning The marketing process Product level planning The marketing plan

Market-Oriented Strategic Planning Objectives Resources Skills Opportunities

Market-Oriented Strategic Planning Objectives Resources Profit and Growth Skills Opportunities

Corporate Headquarters Planning Define the corporate mission Establish strategic business units (SBUs) Assign resources to SBUs Plan new business, downsize older businesses

The Marketing Plan Executive Summary & Table of Contents Current Marketing Situation Opportunity & Issue Analysis Objectives Marketing Strategy Action Programs Projected Profit-and-loss Controls

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