MARK 201 Lecture Notes - Lecture 2: Swot Analysis, Baby Boomers, Millennials
29 Feb 2016
School
Department
Course
Professor
Document Summary
Objectives: goals what you want to accomplish. Strategies: how you will accomplish it and utilizing which resources to do so. Tactics: specify the actions required to execute the strategy. The process of developing & maintaining a strategic fit between the organization"s goals & capabilities. & its changing marketing opportunities: mission statement. Classifies sbu"s based on market growth rate and relative market share. Four categories of companies: stars: need heavy investment to maintain rapid growth; become future cash cows, cash cows: successful products that generate cash to fund other sbu"s. Figure 2. 2: question marks: need cash to hold share, could go either way, dogs: may be self-sustaining, but with low prospects for growth; targets for divesting. Downsizing to trim sbus & product lines: business development strategies - growth strategies. See chart at end for sample of items commonly found in each area of a swot analysis. Marketing environment consists of 2 broad categories of influences:
