The Strategic Marketing Process at Kodak
Effective marketing doesn't just happen. Companies such as Kodak carefully plan the implementation of their marketing strategies to adjust to changes in the environment, the competition, and their customers.
The strategic marketing process represents a set of steps a marketer goes through to develop a marketing plan. A marketing plan is a written document comprised of an analysis of the current marketing situation, opportunities and threats for the firm, marketing objectives and strategy specified in terms of the 4 Ps, action programs, and projected or pro-forma income (and other financial) statements. The three major phases of the strategic marketing process are planning, implementation, and evaluation. This exercise focuses on those three phases.
Step 2 - Place each step below in the proper order according to the strategic marketing process. Please note that once you complete this part of the question, you will be unable to adjust your answers.
MAtch these:
Situation analysis
Market-product focus and goal setting
Marketing program
Obtaining resources
Designing the marketing organization
Defining precise tasks, responsibilities, and deadlines
Executing the marketing program
Comparing results with plan to identify deviations
Acting on deviations
With These:
Adjust SBUs in order to free up capital
Set specific goals for each SBU
Digital cameras threaten film business
Roll out ad campaign for new camera
Develop time table for new strategy
Sales flat compared to projections
Lower prices
Develop marketing strategy for SBUs