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Exhibit 5 shows these elements, which include defining the business mission, performing a situation analysis, defining objectives, delineating a target market, and establishing components of the marketing mix. Other elements that may be included in a plan are budgets, implementation timetables, required marketing research Target Market Strategy Marketing Mix © Cengage Learning 2-­3f Business Mission Statement Product Place Promotion Price Implementation Evaluation Control CHAPTER 2: Strategic Planning for Competitive Advantage Copyright 2015 Cengage Learning.

The sources of toful, stated objectives should be: morrow’s competitive advantages are the skills and assets 8 Realistic: Managers should develop objectives of the organization. Assets include patents, copyrights, that have a chance of being met. For example, it locations, equipment, and technology that are superior may be unrealistic for start-­up firms or new products to those of the competition. Skills are functions such as to command dominant market share, given other competitors in the marketplace.

Cengage Learning strategic business unit (SBU) a subgroup of a product development a Courtesy Daisy Brand LLC. marketing strategy that 8 Diversification: entails the creation of new Diversification is a strategy of products for present markets increasing sales by introducing diversification a new products into new markets. strategy of increasing sales by For example, UGG, a popular introducing new products into new markets footwear brand known for its casual boots, has introduced an upscale men’s footwear collection.

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