Corporate Marketing
CORPORATE MARKETING
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Introduction
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A comprehensive promotion of a company’s
product or services
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Generally it focuses on the
o
Brand building
o
Brand image
o
Strengthening customer relationship
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Main objectives of corporate marketing are
o
To satisfy customers
o
To connect customers with their products
o
To make customers their product fan
Planning
Questions of Corporate Strategy
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Which products to offer?
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Which markets to serve?
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What each product should contribute to the
firm?
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How resources should be allocated across
products?
Factors
Influencing & Objectives of Corporate Strategy
·
Factors Influencing
o
Environment problems & Opportunities
o
Corporate mission & objective
o
Organizational resources & Competencies
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Objectives
o
Profitability
o
Volume
o
Stability
o
Image improvement
Core
Development Options
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Core Business (Market Penetration)
o
New market for existing product (Market
Development)
o
New products for existing markets (Product
Development)
o
Integration (Backward forward horizontal)
o
Sell the business
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New Product Market (Diversification)
o
Relate to core business (Concentric
Horizontal)
o
Unrelated to core business (Conglomerate)
Types
of Corporate Strategy
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Growth Strategies
o
For Current Markets
§ Market penetration
§ Product development
§ Vertical Integration
o
For New Markets
§ Market development
§ Diversification
§ Strategic Alliances
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Consolidation Strategies
o
Retrenchment
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Pruning
o
Divestment
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