Strategic Marketing Planning

CHAPTER OBJECTIVES

After reading this chapter, you should be able to: Explain company-wide strategic planning and its principal steps, Describe how companies develop mission statements and objectives. Explain how companies evaluate and develop their business portfolios.

Explain marketing's role in strategic planning.

Describe the marketing management process and the brand plan.

Show how marketing organizations are changing.

Bavarian immigrant to America, Levi-Strauss, carted a load of heavy fabric to California to make tents during the gold rush. He found that the gold seekers needed trousers more than tents, so he used the fabric to make canvas trousers. His blue jeans are now a worldwide institution. Levi-Stranss &Co. still dominates the jeans industry. From the 1950s to the 1970s, as the baby boom caused an explosion in the number of young people, Levi-Strauss & Co. and other jeans makers experienced heady 10-15 per cent annual sales growth, with little or no strategic or marketing planning effort. Selling jeans was easy - Levi concentrated on simply trying to make enough jeans to satisfy a seemingly insatiable market. However, by the early 1980s, demographics had caught up with the jeans industry. Its best customers, the

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