COMM 131 Chapter 2: Chapter 2 Notes.docx

• School: Queen's University
• Department: Commerce
• Course: COMM 131
• Professor: Jacob Brower

Document Summary

Strategic planning: process of developing and maintaining a strategic fit between the organization"s goals and capabilities and its changing marketing opportunities: steps in strategic planning, defining the company mission, setting company objectives and goals (corporate level, designing the business portfolio, planning marketing and other functional strategies (business unit, product and market level) Designing the business portfolio: business portfolio: process by which management evaluates the products and businesses that make up the company, two step planning process, analyze current business portfolio and decide which businesses should receive more, less, or no investment, shape future portfolio by developing strategies for growth and downsizing.