MKTG 300 Chapter Notes - Chapter 2: Customer Engagement, Starbucks, Swot Analysis
3 Feb 2017
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Mission statement (cid:314) company goals and objectives. Portfolio analysis (cid:314) management evaluates the products and key businesses that make up the. Evaluate on attractiveness of sbu"s market & strength of sbu"s position in the industry f o y t i l a u. Strategic business units (sbus) (cid:314) can be a division, product line, or a single product/brand. Growth-share matrix (cid:314) portfolio-planning method; evaluates a comp. "s. Sbus in terms of market growth rate & relative market share. Must decided how much to invest in each product or business (sbu) & whether to build, hold, harvest, or divest/phase out. Stars need heavy investments to finance their rapid growth which will eventually slow down (cid:314) cash cows (strong position, great market) Cash cows - established & successful (less investment) & produce. 2008220082 to support other sbus - slow growth market w/ a strong position.
