Strategic Marketing: Planning and Control, Third Edition

Statement of strategic intent

■ Strategy formulation

■ Targeting, positioning and brand strategy

■ Product development and innovation

■ Alliances and relationships

Part 1 examined the elements that make up a strategic analysis. This
analysis is the foundation upon which strategic decisions are constructed.
Part 2 explores the process involved in formulating strategy.
Chapter 7 examines the strategic intent of an organisation. The influ-
ences on an organisation’s mission and the creation of a mission statement
are explored. The development of specific goals and objectives are then
discussed.
Strategy is formulated to achieve the mission and objectives of an
organisation. Chapter 8 explores the process of strategy formulation: com-
petitor advantage, industry position and product/market strategies. A
number of strategic models are also covered.
Chapter 9 explores the issues concerned with developing a specific com-
petitive position, through targeting, positioning and branding strategy.
Chapter 10 examines the crucial areas of product development and innov-
ation. Specifically product development strategy and the new product
development process is discussed. The chapter then examines manage-
ment methods that can facilitate innovation in an organisation.
Chapter 11 considers the increasing importance of alliances and joint
ventures. Relationship marketing is also examined.
Chapter 12 examines the strategic marketing plan, and focuses on cor-
porate and marketing planning. The analytical, behavioural and organ-
izational aspects of planning which help to overcome the barriers to
success are also discussed.