Steps in Strategic Planning Planning Marketing and other functional strategies Defining the Company Mission Setting Company Objectives and Goals Designing the Business Portfolio Corporate Level Business Unit, Product and Market Levels

Mission Statement and objectives We offer product and services that deliver value to Middle Americans We run discount stores Wal – Mart We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print and publish documents We make copying, fax and other office machines Xerox Market Oriented Product Oriented Company

The BCG Growth Share Matrix

The Marketing Process Factors influencing company marketing strategy

Managing the Marketing Effort