MGMC02H3 Chapter Notes - Chapter 2: Swot Analysis, Cash Cash, Marketing Mix
Document Summary
Marketing principles mgma01 lecture 2: set company objectives and goals, create the business portfolio, define company"s mission. Statement of organization"s purpose and what it wants to accomplish. The collection of businesses and products that make up the company. A company division, product line, or a single product/brand. All sbus are classified under growth share matrix. A portfolio planning method to evaluate company"s sbus in terms of market growth and relative market share. Stars: need heavy investments to finance rapid growth. Will eventually slow down and turn into cash cows. Dogs: may generate enough cash to maintain themselves but don"t promise to be large sources of cash. Cash cows: established and successful, need less investment. Question marks: require a lot of cash to hold their share, management needs to determine if it should be phased out or built into stars. Identifying company growth opportunities through market penetration, market development, product development, or diversification.
