1 of 12 Defining the Organization’s Business, Mission, and Goals Business Definition (Who are we?)...

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Defining the Organization’s Business, Mission, and Goals

Business Definition (Who are we?) scope of the organization’s operations customers served, needs satisfied,

means/technology used

Business Mission (What do we do?) the organization’s purpose customers, products/services, markets,

philosophy, technology

Business Goals (Where are we going?) problem-centered and future-oriented situation analysis

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Starbuck’s Mission Statement

Starbucks Coffee Company Information

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Identifying and Framing Organizational

Growth Opportunities

What might we do? - environmental opportunity

What do we do best? - distinctive competency

What must we do? - success requirements (Linkage between these determines

whether an organizational opportunity exists.)

Converting Environmental Opportunities into

Organizational Opportunities

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Monitoring and Managing Environmental Influences

EconomicEnvironment

Social-CulturalDemographicEnvironment

CompetitiveEnvironment

TechnologicalEnvironment

RegulatoryEnvironment

Product Decisions

DistributionDecisions

PromotionDecisions

PricingDecisions

Advertising

Sales Promotion

Point-of-purchase CommunicationsDirect

Marketing Communications

Public Relations& Sponsorship Marketing

Personal Selling

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Marketing Strategy and Consumer Behavior

Marketing Strategy and Consumer Behavior

OutcomesIndividual

FirmSociety

Consumer decision processProblem RecognitionInformation Search

Alternative EvaluationPurchase

UseEvaluation

Marketing strategyProduct, Price, Distribution,

Promotion, Service

Marketing segmentationIdentify product-related need sets

Group Customers with similar need setsDescribe each group

Select attractive segment(s) to target

Marketing analysisCompany

CompetitorsConditionsConsumers

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Strengths

Weaknesses

Opportunities

Threats

SWOT Analysis

internal

external

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SWOT

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SWOT

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SWOT

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SWOT

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SWOT

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SWOT