IMI201H5 Lecture Notes - Lecture 5: Uber Eats, Marketing Mix, Strategic Business Unit
22 Nov 2020
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Document Summary
Marketers use swot analysis to evaluate a company"s situation . Can be conducted to analyze an entire company or to analyze a speci c product (or product line) E. g. better technology, more cash, better customer relationships, lower costs. E. g. poor brand reputation, bad value proposition (quality/$), poor personnel. External factors to all companies in the industry, or to our company. E. g. changing demographics, preferences, environment, technology, natural environment, regulations, social culture, or work culture. Strategic business units (sbu): businesses that make up the company can be a division, a product line, a single product, a single brand, etc. Portfolio analysis: process of evaluating the sbus guides decisions about how to allocate resources across current sbus some implications for how to use/adjust marketing mix for individual sbus. Typically, a strategic business unit operates as a separate unit, but it is also an important part of the company. It reports to the headquarters about its operational status.
