Abstract
This presentation will take you through various steps that are involved in the formulation of a marketing strategy. The presentation will begin with the strategic marketing planning process and from there it will move onto marketing objectives and strategies. This will be followed by corporate objectives, the mission statement, performance objectives, financial decision making and marketing objectives. These points will be followed by strategic position, decision aids, product life cycle, the three dimensions of the PLC, the concept to help determine the stages in PLC and the problems with the PLC concept. The next topic to be covered will be Boston Consulting Group's growth/share matrix followed by relative market share and market growth after which problems with the BCG model will be examined. The next topic will be GE/McKinsey's model of market attractiveness/business position followed by Porter's generic strategies, sustainable competitive advantage (SCA), Competitive strategy options and Strategic gap analysis concluding with alternatives for closing the strategic gap, alternatives forincreasing sales, the Ansoff product-market matrix and writing the marketing objectives and strategies section.
