Strategic Planning and the Marketing Process

INTRODUCTION:

a. The chapter begins with an in-depth appraisal of the history and marketing

practices of the world-famous Intel Corporation.

b. The purpose of this section is to demonstrate that no matter how good a

company’s basic product may be, the organization can still be vulnerable

to decline unless aggressive and innovative policies and strategies are maintained.

Changing market opportunities must be explored and pursued.

c. Intel has found ways to grow profitably despite a rapidly changing market.

They also found unique ways to advertise their product. Today, everyone

asks for products that have the Intel chip “inside.”

d. However, the day of the PC may be on the wane and Intel must meet the

challenge of finding new strategies to meet new market demands and

opportunities.

e. All companies must look ahead and develop long-term strategies to meet

the changing conditions in their industries. Each company must find the

game plan that makes the most sense given its specific situation,

opportunities, objectives, and resources.

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