Strategic Planning

Read this chapter, which examines the strategic planning process companies go through to develop, price, promote, and sell their products and services. The first section explains the value proposition and will help you understand why a company may develop different value propositions for different target markets. After reading the chapter, complete the discussion questions at the end of the chapter.

Discussion Questions and Activities

Discussion Questions

  1. Explain how a marketing objective differs from a marketing strategy. How are they related?
  2. Explain how an organization like McDonald's can use licensing to create value for the brand.
  3. How has PepsiCo employed a product development strategy?
  4. Discuss how conducting a SWOT (strengths, weaknesses, opportunities, threats) analysis helps a firm (or an individual) develop its strategic plan.
  5. Describe the value propositions the social networking sites YouTube and Facebook offer Web users.