Q. Corporate Strategy implications on marketing.

Explain positive aspects of it

The corporate strategy consists of consist of Goals and objectives, Development strategy and finally
Allocation of resources of an organization. So for an organization to develop a corporate strategy it
must first answer some essential questions like what is our business, what should be our business and
finally how much resources should be allocate to that business in order to achieve the overall goals and
objectives of the organization. The idea is to look for a competitive advantage and if there isn't one the
objective is to create is which serves as a pivot of all operations.

The marketing strategy is heavily dictated by the corporate strategy. For example in order to correctly
define what business we are in, on the marketing side, we must define the target market, product to
cater that market and then how we are going to brand that product. For example if we are in the a dairy
business, our target market are people who do not particularly enjoy the taste of yogurt. The product
"greek yogurt" and finally it boils down to how we will brand it. If the goal is to be market leader in
yogurt, on the marketing side we will concentrate on generating sales and consumer satisfaction.
Allocation of resources deals with allocation of resources to the 4Ps of the marketing mix. Should we
market the price, should it the placement or it is the core item the product itself.

For example as discussed in class if the goals is to be the market leader then positive aspects of
implications will dictate that the organization will start keeping its promises, it will improve the quality
of its benefits to its customers and for the investors it will start bringing in larger profits.