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Management and Organizational Studies 2320A/B Study Guide - Quiz Guide: Boston Consulting Group, Marketing Mix, Cash Flow

Management and Organizational Studies
Course Code
MOS 2320A/B
Angela White
Study Guide

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Company Wide Strategic Planning: Defining Marketing Role
Strategic Planning: The process of developing and maintaining a
strategic fit between the organizations goals and capabilities and its
changing marketing opportunities.
o Sets the stage for the rest of the planning in the firm.
o Involves adapting the firm to take advantage of opportunities
in constantly changing environment.
Steps to Strategic Planning:
Define overall purpose and mission.
o Setting objectives and goals
Designing a business portfolio.
Marketing Planning which supports company
strategic plans with a more specific marketing
Mission Statement:
Statement of the organizations purpose what it wants to
accomplish in the larger environment.
o What is our business?
o Who is the customer?
o What does the customer value?
o What should our business be?
A good mission statement acts like an invisible hand.
**“We help you organize the worlds information and make it universally
accessible and useful” google**
Business Portfolio:
The collection of business and products that make up the company.
Portfolio Analysis:
Management evaluates the products and business that make up the
o Most evaluate Strategic Business Unit (SBU)
Level of attractiveness of the SBU in the industry.
The strength of the SBU’s position in that industry.
Company Division
Product line within a division
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