MARK301 Lecture Notes - Lecture 2: Key 2, Swot Analysis, Cash Cow
17 Apr 2015
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Document Summary
The walt disney company: strategy, in short: disney has acquire dozens of companies over the past two decades, this is a diversification strategy. Strategic planning: strategic planning is the process of developing and maintaining a fit between, the organization"s goals and capabilities, changing market opportunities. Revlon: we sell lifestyle and self-expression; success and status; memories, hopes, and dreams . Nike: we help people experience the emotion of competition, winning, and crushing competitors . Disney: we make dreams come true; we create fantasies a place where america still works like it"s supposed to. : a mission statement should be environment, be based on distinctive competencies. Protect existing brands and acquire new brands: disney will maximize earnings and cash flow, and allocate capital toward growth initiatives that will drive long-term shareholder value. Involves detailed planning for each department: segmenting the market, targeting specific customers, positioning your product.
