Ch.2 Planning & Processes

Question 0

Planning steps (4)

Answer 0

Corporate level

Mission statement Nuestro purpose?
Co’s goals & objectives como cumplimos la mission?
Bus. Portfolio

Business unit (product/ market level)

Bus. Portfolio- que negocios nos per item. Implies la mission?
Marketing strategy- como se implementa la mission en cada bus.

Question 1

Strategic planning

Answer 1

Process of developing & maintaining a fit entre org. Goals/capabilities & market opportunities

Quienes somos
Que queremos
Como lo conseguimos
Que have el mercado

Question 2

Mission statement

Answer 2

Statement of the organization's purpose
Market oriented (abstract & customer value), better than product oriented
in customer needs terms
Realistic
Specific
Motivating
Distinctive competences
Fit to environment (epoca, trends...)

Question 3

Goals & objectives

Answer 3

Objectives related to Goals and goals Related to mission