MKTG 301 Lecture Notes - Lecture 3: Nielsen Corporation, Oligopoly, Amazon Web Services
11 Apr 2017
School
Department
Course
Professor
Document Summary
Mktg 301 lecture 3 marketing strategy part 2. Mission and objectives: mission statement: gives the direction of where the company wants to go, objectives: activities, growth, profit, etc. At any point in time, the company is following an objective. Different divisions of the company can have different objectives. Resources: financial strength, production capability and flexibility, marketing strength, etc. Determining strategic business units (sbus: company division, product line within a division, single product or brand. Deciding how much support each sbu deserves. Categorize all sbus within a company into four groups, depending on market growth rate and relative market share. Edge: market growth rate market isn"t growing, so it"s low (all the people who want web browsers have them, relative market share low market share, edge is a dog. Apple iphone: iphone used to be a star because of high market growth rate & high market share, but now it"s a cash cow because market isn"t growing that much anymore (low)
