1. Marketing Strategies and Plans

14. The Strategic Planning, Implementation, and Control Processes

16. Good Mission Statements Focus on limited number of goals Stress major policies and values Define major competitive spheres Take a long-term view Short, memorable, meaningful

17. Major Competitive Spheres Industry Products Market segment Geographical Competence Vertical channels

18. Infosys Technologies Limited “ To achieve our objectives in an environment of fairness, honesty, and courtesy towards our clients, employees, vendors, and society at large.”

19. Biocon “ To be an integrated biotechnology enterprise of global distinction.”

20. eBay “ We help people trade anything on earth. We will continue to enhance the online trading experiences of all — collectors, dealers, small businesses, unique item seekers, bargain hunters, opportunity sellers, and browsers .”

21. Product Orientation vs. Market Orientation We provide climate control inside homes We make air conditioners and furnaces Carrier We distribute information We sell encyclopedias Encyclopedia Britannica We entertain people We make movies Columbia Pictures We improve office productivity We make copying equipment Xerox Market Product Company

22. Dimensions That Define a Business Customer groups Technology Customer needs

24. The Strategic Planning Gap

25. Strategies Suggested by Ansoff’s Product-Market Expansion Grid Diversification Market development Product development Market penetration

26. The Business Unit Strategic Planning Process

27. SWOT Analysis Strengths Weaknesses Opportunities Threats

30. Opportunity Matrix

31. Threat Matrix

33. Porter’s Generic Strategies Overall Cost Leadership Differentiation Focus

34. Categories of Marketing Alliances Product or Service Alliances Eg.- HUL joined hands with PepsiCo (India) Promotional Alliances Eg.- P&G using endorsements of Bombay Dyeing Logistics Alliances Eg.- TCI & Mitsui Co. Ltd. Of Japan offer Logistic services to Kirloskar Motors Pvt. Ltd. Pricing Collaborations