Revision note for Unit 9

Quick revision notes for Unit 9: Strategic Decision Making.

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  • Created by: Daybreak
  • Created on: 21-02-11 12:26
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Unit 9 ­ strategic decisions
Based on a case study
Set of tools to use to make decisions
How they measure their marketing function
4 P's: ? company would need to revisit these to see if they are currently appropriate
Mission statement, aims & objectives
Companies need these to have sense of direction
Aim ­ overall goal, usually written as mission statement, purpose of existence
Objective ­ the aim broken down into focused targets, SMART, short-term; e.g. identify products that
sell best/worst and act on them
Why aims and objective are important:
Mission statement vs. Vision
Mission statement ­ current aims and objectives, regularly reviewed and update, short-term
Vision ­ long-term aims and objectives for the future


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