Strategic Marketing Dr. George Balabanis Contents Course Syllabus ………………………………………………………………….…1 Course Schedule ……………………………………………………………….…....2 Coursework ……………………………………………… …………………………8 LECTURE NOTES Session 1. Introduction to Marketing …………………… …………………………12 Session 2. General Approaches to Strategy Making and Planning … ……….……15 Session 3. Marketing Decision Making and Planning………………………………19 Session 4. Analysing the Organisation and Competitors ……………………………24 Session 5. Analysing Channels
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Running head: STRATEGIC MARKETING PROCESS Strategic Marketing Process Strategic Marketing Process In order for an organization to reach its target markets‚ it must use the strategic marketing process to allocate its marketing mix resources. The marketing mix is elements‚ such as price‚ product‚ place‚ and promotion (also known as the 4 “P”’s) used in the make up the marketing process (Bayne & Hardin‚ 2002). It is important for an organization to have a good understanding of the marketing
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Strategic Plan‚ Part I Mission‚ vision‚ and value documents offer guidance theories to make organization’s strategic plan. Companies make their corporate‚ business‚ and tactical strategies as well as goals. The provided document gives a comprehensive research on the mission and vision statements of Ace Gym and how are these documents useful in developing the company unique and effective from its rivals. It will additionally spotlight key values through mission and vision declaration. These values
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discovery and development’‚ Science & Public Policy (SPP)‚ 40(3)‚ pp. 393-405. Koo‚ C.‚ Koh‚ C‚ E‚ & Nam‚ K. (2004) ‘An Examination of Porter ’s Competitive Strategies in Electronic Virtual Markets: A Comparison of Two On-line Business Models’‚ International Journal Of Electronic Commerce‚ 9(1)‚ pp. 163-180. Morrow Jr.‚ J. L.‚ Sirmon‚ D. G.‚ Hitt‚ M. A.‚ & Holcomb‚ T. R. (2007) ‘Creating value in the face of declining performance: firm strategies and organizational recovery’‚ Strategic Management
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kind of competitive forces are industry members facing and how do the forces influence the outlook for industry profitability? 3. What are the strengths and weaknesses of TomTom? What are the threats and opportunities facing the company? 4. Which strategic problem/challenge is TomTom facing for the future? 5. What recommendations would you make to TomTom management to improve its competitive position in the satellite navigation industry‚ take advantage of market opportunities‚ and defend against external
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Case study Strategic marketing planning for a supplier of liquid food packaging products in Cyprus Demetris Vrontis Marketing Department‚ School of Business‚ Intercollege‚ Nicosia‚ Cyprus Harry Kogetsidis Department of Management and MIS‚ Intercollege‚ Nicosia‚ Cyprus‚ and Andreas Stavrou Henley Management College‚ Henley-on-Thames‚ UK Abstract Purpose – This paper aims to provide a strategic review of the marketing function for a Cypriot company operating in the liquid food packaging
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STRATEGIC MANAGEMENT AND ORGANIZATIONAL DYNAMICS Submitted By: Moiz Ahmed AHM 07396643 Submitted to : Anthony Henry‚ Martin Brown Martin Bowles [pic] INTRODUCTION In today’s world the complexities in business are increasing day by day and due to the torrential amount of uncertainty and change taking place it is becoming far more difficult for the companies to gain edge over their competitors. According
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transform corporate market and financial performance? Discuss using an extended example. Introduction Globalization coupled with deregulation and technological development over the last two decades has significantly altered the business landscape. One key strategy that companies have employed to respond to these changes and developments is that of restructuring e.g. mergers‚ acquisitions‚ alliances‚ divestures and demergers etc. Over the past two decades‚ there have been many corporations that have
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The Strategic Corporal: Leadership in the Three Block War http://www.au.af.mil/au/awc/awcgate/usmc/strategic_corporal.htm "The Strategic Corporal: Leadership in the Three Block War" Marines Magazine‚ January 1999 by Gen. Charles C. Krulak Operation Absolute Agility 0611: The African sun had just risen above the hills surrounding the sprawling city and sent its already dazzling rays streaming into the dusty alleyway. Corporal Hernandez felt the sun on his face and knew that today would‚ again
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INTRODUCTION Strategic implementation processes require the work and attention of employees and managers at all levels within a business‚ especially when the changes occur in a small business environment. Because the implementation process has the potential to impact a wide range of duties and responsibilities‚ employees need to have a thorough understanding of their responsibilities during the process and afterward. A key role of a CEO ’s is to communicate a vision and to guide strategic planning.
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