Marketing Strategy & Management Revision Sheet

1. 📌 Essentials

• Strategic planning aligns, capabilities, and market opportunities in four key steps.
• Mission statements define the organization’s purpose and guide strategic direction.
• Business definitions can be product-oriented (focus on products) or market-oriented (focus on customer experience).
• Portfolio analysis evaluatesUs using tools like the BCG Growth-Share Matrix.
• Growth strategies include market penetration, development, diversification, and product development.
• Downsizing involves divesting unprofitable or misaligned business units.
• Marketing collaborates across functions via the value chain and value delivery network.
• Customer-driven strategy involves segmentation, targeting, positioning, and differentiation.
• The marketing mix consists of 4Ps; the 4As complement with acceptability, affordability, accessibility, and awareness.
• Marketing management includes analysis, planning, implementation, and control.
• ROI measurement uses the formula: ROI = Net return / Marketing investment costs.

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