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“Would you tell me. Please, which way I ought to go from here?” said Alice.
That depends a good deal

on where you want to get it”
-Lewis Carroll (Alice in Wonderland)
Nature of High-Performance Business
 Stakeholder - the principle that a business must at least strive to satisfy the minimum
expectations of each stakeholder group.
 Processes – companies build cross-functional teams that manage core business processes in
order to be superior competitors.
 Resources – a company needs such resources as personnel, materials, machines and
information.
 Organization – consists of its structure, policies and culture.
Strategic Planning
Strategy – The ideas, decisions and that enable a firm to succeed.
Strategic Planning - The process of developing and maintaining a strategic fit between the organization’s
goals and capabilities and it’s changing marketing opportunities.
Corporate Strategic Planning: Defining Marketing’s Role
A. Defining the Corporate Mission
Mission Statement
 Is the statement of the organizations purpose; what it wants to accomplish in the larger
environment.
Product Oriented
 Mission statement defined in terms of product or technology.
Market Oriented
 Defines the business in terms of satisfying the consumer’s needs.
B. Setting Company Objectives and goals
 The company needs to turn its mission to detailed supporting objectives for each level of
management.
 Marketing strategies and programs must be develop to support these marketing objectives.
C. Designing the business portfolio
 Companies should define their business in terms of customer needs not product.
 Collection of business products that make the company
 Guided by mission and vision of the company
Marketing Strategy and the Marketing Mix
Marketing strategy- is that outline of the overall game plan for how the business will find and attract
clients or customers to your business.
Customer driven marketing strategy - Analyzing the customers carefully, understanding their needs and
wants before dividing the market into segments and design strategies for profitably chosen segments.
Market Segmentation - The process of dividing the market into distinct groups of buyers who have
different needs , characteristics , or behavior and who might require separate products or marketing
programs.
Market Targeting - Evaluating each markets segments attractiveness and selecting one or more
segments to enter.
Market Differentiation and Positioning - After a company has decided which market segments to enter,
it must decide how it will differentiate its market offerings to each targeted segment and what position
it wants to occupy with those segments.
Developing an Integrated Marketing Mix
Marketing Mix - Is the set of controllable, tactical marketing tools that the firm blends to produce the
response it wants in the target market.
Marketing Mix
Product
 The goods and services combination the company offers to the target market.
Price
 The amount of money customer must pay to obtain the product.
Place
 Involves the company activities that make the product available to target customers.
Promotion
 Activities that communicate the merits of the product and persuades target customers to buy it.
Managing the Marketing Effort
SWOT analysis
 A strategic management tool a firm use to match their business strengths to market
opportunities.
 Identifying INTERNAL Strengths and Weaknesses, and the EXTERNAL Opportunities and Threats.
 Used to interpret an overall business position.
STRENGTHS internal attributes, skill, characteristics, or assets that the company’s possesses which
provide an enviable position of exceptional competitiveness in the market.
Ex: Quality of food, Excellent service, Human resource.
WEAKNESSES are identified as those internal areas that can limit the company’s ability to compete
successfully in the industry.
Ex: Lack of specialized equipment, lack of physical endurance, lack of culinary and technical skills.
OPPORTUNITIES are identified as those external, future events that best match the company’s
competitive strengths and which enable him to meet and exceed guest expectations.
Ex: Potential economic growth, lack of competition, business location.
THREATS are identified as those external elements which can cause a potential loss for a caterer.
Ex: Competition, government regulations, shutdown of corporate customers.

Goal Formulation
After the business unit has defined its missions and objective and conducted the SWOT ANALYSIS, it can
proceed to develop specific objective and goal.
 Overall Cost Leadership

 Differentiation
 Focus
Managing the Marketing Effort
Marketing Plan A marketing plan is a business document outlining your marketing strategy and tactics.
It's often focused on a specific period of time and covers a variety of marketing-related details, such as
costs, goals, and action steps.
Implementation to implement a strategy the company must have the required resources, including
employees with the necessary skills to carry out the strategy.
Feedback and Control
 All companies need to track results and monitor new developments in the environment
 The environment will eventually change
 The company need to review its strategies objectives

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“Would you tell me. Please, which way I ought to go from here?” said Alice.

That depends a good deal

-Lewis Carroll (Alice in Wonderland)

Nature of High-Performance Business

Strategy – The ideas, decisions and that enable a firm to succeed.

A. Defining the Corporate Mission

 Mission statement defined in terms of product or technology.

 Defines the business in terms of satisfying the consumer’s needs.

B. Setting Company Objectives and goals

C. Designing the business portfolio

Marketing Strategy and the Marketing Mix

Developing an Integrated Marketing Mix

 The amount of money customer must pay to obtain the product.

Ex: Quality of food, Excellent service, Human resource.

Ex: Potential economic growth, lack of competition, business location.

Ex: Competition, government regulations, shutdown of corporate customers.

 Overall Cost Leadership

Managing the Marketing Effort

Feedback and Control

 The environment will eventually change

 The company need to review its strategies objectives

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