Strategic Marketing: Planning and Control, Third Edition

■ Market sensing There is some overlap between the aims and operation of scenario plan- ning and market sensing as an approach. ...

amounts of marketing research beyond the threshold is wasting the resources of an organisation. Forecasting activities help to i ...

analysis and futures forecasting is to build an understanding across the organisation of the issues that it faces. Therefore thi ...

■ Summary Developing a view of the future is a clear step in the development of strat- egy. Without it we are merely planning fo ...

Diffenbach, J., Corporate environmental analysis in large US corporations, Long Range Planning, 16 (3), 1983, 111. Drucker, P., ...

Part 2 Formulation of Strategy ...

Statement of strategic intent ■ Strategy formulation ■ Targeting, positioning and brand strategy ■ Product development and innov ...

CHAPTER 7 Strategic intent ...

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■ Introduction Before an organisation starts to make judgements about how it is going to compete, fundamental decisions about th ...

134 Strategic Marketing: Planning and Control interests of particular stakeholder groups according to the power and influence th ...

A mission statement then is subject to these influences and needs to address their interests in a manner that allows it to satis ...

Successful mission statements have to demonstrate the following charac- teristics: ● Credibility: The mission statement has to s ...

● Market Scope: Market scope can be difficult to define but it is an import- ant exercise. Market scope should depict the consum ...

(local, national or international), political pressure groups, the financial community at large and society in general. These gr ...

governance then regulation and process will dominate the enterprise. The mission will become lost in the day-to-day routines of ...

In summary the mission statement, or mission and statement of strategic intent, operate as a guiding light that acts as a refere ...

Other writers however argue that both quantifiable and non-quantifiable objectives can be set. They would argue that some import ...

● Public responsibility: Objectives can be set for an organisation’s wider social responsibilities, in particular an effort coul ...

Edinburgh Hotel’s objectives include: ● Corporate objectives: Objectives at a corporate level relate to the organisa- tion’s ove ...