MKT 2300 Chapter Notes - Chapter 2: Strategic Planning, Market Analysis, Marketing Plan
Document Summary
Independent planning: note: an sbu should have basic resources in order to handle basic business necessities such as accounting, engineering, manufacturing, and marketing. 4: ex: apple in the technology industry and uber in the transportation industry, critical thinking question: what is a challenge of sbus in regards to achieving good long-term performance, to adequately balance an organization"s portfolio of sbus. They have to find a balance to increase risk mitigation: portfolio matrix- a tool that helps determine future cash contributions and cash requirements of each sbu. They usually have high profits, but require a lot of capital: ex: ipad of apple, critical thinking question: what is the best marketing tactic in a. Star situation? (1) to protect your current market share by reinvesting your money into r&d and more efficient distribution/production: cash cows- a sbu that receives more cash than needed to keep its market share.
