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Summary Developing and Managing Products
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A brief summary on chapter 9's Developing and managing products
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STUDY NOTESWeek 9 – study unit 9 – the strategic marketing plan
1. Introduction: this study unit provides an overview of the strategic marketing management
process. It looks at the organisations mission, goals, identifying opportunities, formulating
product market strategies, budgeting and controlling the marketing effort.
2. Outcomes:
Critically apply the concept of strategy, strategy development and strategic
management
Demonstrate the need for and importance of competitive and comparative strategies
Explain and interpret the mission statement
Analyse and interpret the results of an assessment of opportunities and threats in the
external environment
Analyse and interpret the results of an assessment of the internal environment
Explain the importance of culture in strategy development and its implementation
3. Notes:
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