MKT 100 Lecture Notes - Lecture 3: Ebay, Marketing Mix, Swot Analysis

• School: Ryerson University
• Department: Marketing
• Course: MKT 100
• Professor: Laila Rohani

Document Summary

Corporate sets the direction and scope mission statement, business opportunities, and resource allocation. Business takes place at the sbu level; goal is to gain a competitive advantage. Swot strength, weakness, opportunities, threats; used to conduct a situation analysis. O & t external; outside the company, less control. Opportunities: cultural, demographic, social, technology, political, economic (anything that can positively influence your company); e. g buying another company. Threat: new competition, change in political laws, natural or manmade disasters, negative change in social/cultural events (like opportunities but negative) Portfolio analysis for companies with many brands see which ones are doing well. Cash cow high, low market is not growing, but keeps making money. Question mark low, high market is growing, but not making enough money. Dog low, low not making money or growing (consider leaving behind) Diversification new products and new market (more difficult and expensive, rare)