BUS 343 Chapter Notes - Chapter 2: Boston Consulting Group, Cash Flow, Bt Consumer

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Ginger Grant

Document Summary

2 company and marketing strategy: partnering to build customer. Strategic planning = process of dvlping & maintaining strategic fit b/t org"s goals & capabilities & its changing marketing opps. Corporate level: define overall purpose & mission, then objectives. Mission statement = statement of org"s purpose, what is wants to accomplish in larger enviro. Clear mission statement guides ppl in org. Should be market oriented, defined in terms of satisfying basic customers. Not we make and sell furniture (defined myopically) Should focus on customers & customer experience the company seeks to create. Business portfolio = collection of businesses & prods that make up company. First: company must analyze current business portfolio & determine which businesses should receive more/less/no investment. Second: must shape future portfolio by dvlping strategies for growth & downsizing. Portfolio analysis = process where management evaluates prods & businesses that make up company. Identify strategic business units (sbus), key business that make up company.