CHAPTER 3 EXTERNAL AND INTERNAL CONTINGENCIES Environmental External
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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 longrange 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