Strategic Management Assignment-1

May 29th, 2015
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A. T. Still University
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Corporate strategy: Allocation of resources within an organisation to achieve the business direction and scope specified within corporate objectives. Helps to control and co-ordinate the different areas of the organisation.

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OHT 20.1Strategic marketingBrassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003OHT 20.2Interaction between marketingand corporate strategyFigure 20.1Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003OHT 20.3Corporate versus marketing strategyCorporate strategy:Marketing strategy: Allocation of resourceswithin an organisation toachieve the businessdirection and scopespecified withincorporate objectives. Defines target markets,direction andrequirements in order tocreate a defensibleposition compatible withthe overall corporatestrategy. Helps to control andco-ordinate the differentareas of theorganisation.Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003OHT 20.4Marketing plans and programmesMarketing plan:Turning strategies into implementable actions.A detailed written statement specifying target markets,marketing programmes, responsibilities, time scales andresources to be used within the defined budgets.Marketing programmes:Actions, often tactical, using marketing mix variables togain advantage within target market.Means of implementing the marketing strategy.Normally detailed in the marketing plan.Brassington and Pettitt: Principles of Marketing, 3rd Edition Pearson Education Limited 2003OHT 20.5Influences on marketing strategyFigure 2

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