Kellogs Case
10 NOVEMBRE
Why strategic marketing? - Draw up a business plan - Negociate budgets with marketing department - Gain efficiency in marketing department auditing - Be able to analyse and rate a company’s marketing strategy Objectives: - Understand the diference between Strategic and Tactical marketing - Be able to work out a strategic marketing planning process - Fully understand the essence of strategic marketing: the STP process - Be able to work out a STP through a case study used as a guiding thread - Grasp Brand Management an put into practice the concepts Corporate: Introduction
Definition of strategy and strategic marketing Corporate Strategic Business Unit Product - Define the corporation mission and values (annual report) o Reflects management’s vision of what the organization seeks to do o Describes an organization’s purpose regarding its customers, products/services, markets, philosophy, and technology o Inspires and challenges employees to do what is valued by the organization and its customers o Key questions for a mission statement What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? - Define the Business and establish Strategic Business Units (SBU) - Assess Growth Opportunities 21/09/2010 Strategic Business Unit o Organizational unit which sales a group of identified products o ... to a group of identified customers o ... facing an identified group of competitor o Business Portfolio Selection o Competitive advantage definition
Why strategic marketing? - Draw up a business plan - Negociate budgets with marketing department - Gain efficiency in marketing department auditing - Be able to analyse and rate a company’s marketing strategy Objectives: - Understand the diference between Strategic and Tactical marketing - Be able to work out a strategic marketing planning process - Fully understand the essence of strategic marketing: the STP process - Be able to work out a STP through a case study used as a guiding thread - Grasp Brand Management an put into practice the concepts Corporate: Introduction
Definition of strategy and strategic marketing Corporate Strategic Business Unit Product - Define the corporation mission and values (annual report) o Reflects management’s vision of what the organization seeks to do o Describes an organization’s purpose regarding its customers, products/services, markets, philosophy, and technology o Inspires and challenges employees to do what is valued by the organization and its customers o Key questions for a mission statement What is our business? Who is the customer? What is of value to the customer? What will our business be? What should our business be? - Define the Business and establish Strategic Business Units (SBU) - Assess Growth Opportunities 21/09/2010 Strategic Business Unit o Organizational unit which sales a group of identified products o ... to a group of identified customers o ... facing an identified group of competitor o Business Portfolio Selection o Competitive advantage definition