CHAPTER 3

EXTERNAL AND INTERNAL CONTINGENCIES

Environmental / External Contingencies

• Competition • Technology • Cultural/Social Trends • Physical Environment • Regulatory/Legal/Political • Demographic Trends • Economy

Internal Contingencies

• Organizational Vision • Organizational Mission • Organizational Objectives • Marketing Goals • Organizational Strategy • Organizational Culture • Assets & Competencies

Organizational Mission

• Written statement about the organization’s present situation and the direction of the organization (what business we are in and who we serve).

• The Green Bay Packers’ mission is to be a dominating force in professional football’s competitive arena – On the field, the Packers will continually strive to present their fans with the highest level of performance quality available – In their operating activities and relations with the NFL, the Packers will also continually strive for excellence in the quality of work performed – Overall, the Packers will commit themselves to doing their part in representing the state of Wisconsin with competitiveness, respect, and dignity

ORGANIZATIONAL OBJECTIVES vs. MARKETING GOALS • Organizational Objectives - Signposts along the road which help an organization focus on its long-range purpose stated in the mission statement • Typically include both financial and strategic dimensions • Examples of financial include: growth in revenues and growth in profits • Examples of strategic include: enhance corporate image and increase customer satisfaction

Relationship Between Levels of Strategy

SWOT Analysis

• Internal Strengths and Weaknesses a. Resource Capabilities b. Marketing Mix Considerations • External Opportunities and Threats