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Marketing and Organizational Strategies

The document discusses the fundamentals of marketing and organizational strategies, emphasizing the importance of strategy as a long-term course of action for organizations. It outlines the types of organizations, the role of marketing in setting strategic direction, and the analysis of business portfolios for growth strategies. Additionally, it highlights the need to understand competencies, customers, and competitors to effectively navigate the strategic marketing process.

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4 views13 pages

Marketing and Organizational Strategies

The document discusses the fundamentals of marketing and organizational strategies, emphasizing the importance of strategy as a long-term course of action for organizations. It outlines the types of organizations, the role of marketing in setting strategic direction, and the analysis of business portfolios for growth strategies. Additionally, it highlights the need to understand competencies, customers, and competitors to effectively navigate the strategic marketing process.

Uploaded by

monykeo358
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

University of Cambodia

School of Business

Chapter 2 Fundamentals
of Marketing
Developing Successful
Marketing and
Organizational Strategies

Lecturer: Ms. HENG Chakrya


Organization and Its Strategies

Kind of organizations:

- Business firm and


- Non-profit organization.

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Organization and Its Strategies

Strategy is an organization's long-term course of action that


delivers a unique customer experience while achieving its goals.

Strategy is a set of goal-directed actions a firm takes to gain


and sustain superior performance relative to competitors.
Frank T. Rothaermel, 2017

Marketing helps to both set thus direction and move the organization
there.

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Organization and Its Strategies

Structure of today’s organization

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Organization and Its Strategies
Structure of today’s organization

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Organization and Its Levels of Strategies

Figure 2-2 (Our course book, p. 24)

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Organization and Its Levels of Strategies

Figure 2-2 (Our course book, p. 24)

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Setting Strategic Directions

Look around: where are we now?

- Competencies  What do we do best?


- Customers  Who are the customers?
- Competitors  Who are we competing with?

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Setting Strategic Directions

Growth strategies: where do we want to go?


- Business portfolio analysis and

- Diversification analysis.

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Setting Strategic Directions

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Setting Strategic Directions

Business

Portfolio

Analysis

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Strategic Marketing Process

Fig 2-6 (Our course book, p. 34)

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