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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
Converting Environmental Opportunities into
Organizational Opportunities
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What might we do? - environmental opportunity
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What do we do best? - distinctive competency
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What must we do? - success requirements
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(Linkage between these determines
whether an organizational opportunity
exists.)
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Monitoring and Managing Environmental Influences
Economic
Environment
Product
Decisions
Competitive
Environment
Technological
Environment
Distribution
Decisions
Social-Cultural
Demographic
Environment
Promotion
Decisions
Regulatory
Environment
Pricing
Decisions
Advertising
Personal
Selling
Sales
Promotion
Public
Point-of-purchase
Relations&
Direct Communications
Sponsorship
Marketing
Marketing
Communications
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Marketing Strategy and Consumer
Behavior
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Outcomes
Individual
Firm
Society
Consumer decision process
Problem Recognition
Information Search
Alternative Evaluation
Purchase
Use
Evaluation
Marketing strategy
Product, Price, Distribution,
Promotion, Service
Marketing segmentation
Identify product-related need sets
Group Customers with similar need sets
Describe each group
Select attractive segment(s) to target
Marketing analysis
Company
Competitors
Conditions
Consumers
Copyright © 2001 by The McGraw-Hill Companies, Inc. All rights 5
reserved.
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SWOT Analysis
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Strengths
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Weaknesses
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Opportunities
internal
external
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Threats
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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
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