Management strategy
•Context
of the policies
•Constraints
developed at the divisional
•Corporate
levels
Strategic
management process - Step
•
Corporate
•
Divisional levels to develop
•Growth
Strategic
marketing process – step
•Product / Market level develop viable marketing
position
•Program
There are three classes of operational
approaches to marketing- strategy development
vShared-experience
vThe
PIMS
program
vProduct-
portfolio
models
vStandardized
vCustomized
vfinancial
vresource-allocation
All these approaches make use of the life
cycle, cost dynamics, and market-structure analysis and deal explicitly or
implicitly with competition
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