MKTG 341 Lecture Notes - Lecture 3: Boston Pizza, Product Market, Swot Analysis
30 May 2017
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Document Summary
The process of developing & maintaining a strategic fit b/w the organization"s goals & capabilities & its changing marketing opportunities. To keep long-run profitability & growth given specific situation, opportunities, objectives & resources. Help protect & grow the firm"s resources. Based on careful analysis of benefits & environmental conditions. Focus on market(s) rather than products & services o. Satisfy basic customer needs: avoid marketing myopia. Translate a mission to a hierarchy of objectives: business objectives, marketing objectives. Detailed supporting objectives for each level of management. Business portfolio is the collection of business & products that make up the company. Strategic business units (sbus) are the key businesses, consisting of a company division, product line, product or brand. 2 steps of business portfolio planning: analyze the current business to determine investment to businesses. Portfolio analysis or boston consulting group (bcg) growth-share matrix o. Shape the future portfolio by developing strategies for growth & downsizing.
