MARK 300 Lecture Notes - Lecture 2: Boston Consulting Group, Strategic Business Unit, Effective Competition
Document Summary
3 levels of strategies: corporate level, strategic business unit (sbu, tactical. Most marketing is done at sbu level from tactical level practitioners. Steps in strategic planning: de ning company mission > setting company objectives and goals > designing business portfolio > planning and marketing and other functional strategies (where marketing is) Growth share matrix (boston consulting group) market growth rate high low growth share matrix star cash cow high question mark dog low relative market share: dog- business portfolio. Saturday, february 23, 2019: question mark- industry doing well but our sbu is not. Could need more investment/marketing/promotion: star- competing very effectively. Ideal place to be: cash cow- competing well. Low growth because market in infancy: when it grows, some sbu"s leave, competitors well known > less marketing, less r and d, cash becomes available for other sbu, invest in star or question mark. Product/market expansion grid: aka ansoff growth matrix, helps think logically about where to nd growth, market penetration.
