Beruflich Dokumente
Kultur Dokumente
Lesson 7
All companies must look ahead and develop long-term strategies to meet the changing
conditions in their industries. Each company must find the game plan that makes the most
sense given its specific situation, opportunities, objectives, and resources. Keeping in view
this fact the last Lesson was dedicated for the discussion to explore several growth
alternatives within the context of strategic planning and portfolio analysis. The
product/market expansion grid shows four avenues for growth: market penetration, market
development, product development, and diversification.
PORTFOLIO ANALYSIS
A. MARKETING PROCESS
a). Stars
b). Cash Cows
c). Question Marks
d). Dogs
Once it has classified its SBUs, a company must determine what role each will play in the
future. The four strategies that can be pursued for each SBU are:
1). The company can invest more in the business unit in order to build its share.
2). The company can invest enough just to hold at the current level.
Principles Of Marketing _ MGT 301
4). Marketers are challenged to find ways to get all departments to think customer.
Marketing Process
The marketing process is the process of analyzing market opportunities, selecting target
markets, developing the marketing mix, and managing the marketing effort.
This process has following main steps:
1. Analyzing marketing opportunities
2. Selecting target markets
3. Developing the marketing Mix
4. Managing the marketing effort