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Strategic planning (Designing the business portfolio (Analyzing the…

- - - - Evaluate SBUs on two important dimensions
        
        the attractiveness of SBUs market or industry
        
        the strength of the SBU's position in that market or industry
    - - Growth-share matrix
        
        Star
        
        Question mark
        
        Cash cow
        
        Dog
        
        Problems with matrix approach
        
        difficult
        
        2.Time consuming
        
        3.Costly to implement
  - - - Market penetration
      - Market development
      - Product development
      - Diversification
- - - - The Four Marketing Ps
        
        Price
        
        Product
        
        Place
        
        Promotion
      - The Four Cs
        
        Customer solution
        
        Customer cost
        
        Convenience
        
        Communication
    - - Marketing analysis
        
        Swot analysis
        
        Strength
        
        Weaknesses
        
        Opportunities
        
        Threats
      - Marketing planning
        
        Executive summary
        
        Current situation analysis
        
        Threats and weaknesses analysis
        
        Obejectives and issues
        
        Marketing strategy
        
        Action programs
        
        Budgets
        
        Controls
      - Marketing implementation
        
        Functional organization
        
        Geographic organization
        
        Product management organization
        
        Market/customer management organization
      - Marketing control
        
        two types of marketing control
        
        Operating control
        
        Startegic control
        
        Measuring ROI
        
        Other measures include customer-centered measures
        
        Customer acquisition
        
        Customer engagement
        
        Customer retention
        
        Customer lifetime values
        
        Customer equity