Strong companies develop superior capabilities and managing core business processes such as new product realization, inventory management, and customer acquisition and retention. Managing these core processes effectively means creating a marketing network in which the company works closely with all parties in the production and distribution chain, from suppliers of raw materials to retail distributors. Companies no longer compete -- marketing networks do.
According to one view, holistic marketing maximizes value exploration by understanding the relationships between the customer's cognitive space, the company's competence space, and the collaborators resource space; maximize its value creation by identifying new customer benefits from the customer's cognitive space, utilizing core competencies from its business domain, and selecting and managing business partners from collaborated networks; and maximizes value delivery by becoming proficient at customer relationship management, internal resource management, and business partnership management.
Market oriented strategic planing is the managerial process of developing and maintaining a viable fit between the organization's objectives, skills, and resources and its changing market opportunities. The aim of strategic planning is to shape the company's businesses and products so that they yield target profits and growth. Strategic planning takes place at four levels: corporate, division, business unit, and product.
The corporate strategy establishes the framework within which the divisions and business units prepare their strategic plans. Setting a corporate strategy and tails for activities: defining the corporate mission, establishing strategic business units, assigning resources to each SBU based on its market attractiveness and business strength, and planning new businesses and downsizing older businesses.
Strategic planning for individual businesses entails the following activities: defining the business mission, analyzing external opportunities and threats, analyzing internal strengths and weaknesses, formulating goals, formulating strategy, formulating supporting programs, implementing the programs, and gathering feedback and exercising control.
Each product level within a business unit must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing process.
According to one view, holistic marketing maximizes value exploration by understanding the relationships between the customer's cognitive space, the company's competence space, and the collaborators resource space; maximize its value creation by identifying new customer benefits from the customer's cognitive space, utilizing core competencies from its business domain, and selecting and managing business partners from collaborated networks; and maximizes value delivery by becoming proficient at customer relationship management, internal resource management, and business partnership management.
Market oriented strategic planing is the managerial process of developing and maintaining a viable fit between the organization's objectives, skills, and resources and its changing market opportunities. The aim of strategic planning is to shape the company's businesses and products so that they yield target profits and growth. Strategic planning takes place at four levels: corporate, division, business unit, and product.
The corporate strategy establishes the framework within which the divisions and business units prepare their strategic plans. Setting a corporate strategy and tails for activities: defining the corporate mission, establishing strategic business units, assigning resources to each SBU based on its market attractiveness and business strength, and planning new businesses and downsizing older businesses.
Strategic planning for individual businesses entails the following activities: defining the business mission, analyzing external opportunities and threats, analyzing internal strengths and weaknesses, formulating goals, formulating strategy, formulating supporting programs, implementing the programs, and gathering feedback and exercising control.
Each product level within a business unit must develop a marketing plan for achieving its goals. The marketing plan is one of the most important outputs of the marketing process.
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