MKTG 471 Lecture 30: Marketing 471 Lecture 30
19 May 2018
School
Department
Course
Professor
Marketing 471 Lecture 30
Corporate Strategy Planners are concerned with..
Culture
competition
differentiation
diversification
interrelationships
environmental and social issues
Business Unit Strategies
Consistent with Corporate Strategy
Division, product line or profit center in parent company
Each unit sells distinct set of products to identifiable group of customers, each
competes with well-defined set of competitors
revenue, costs, investment, separated from parent brand and evaluated
Strategic BU planners should recognize
capabilities of each SBU and allocate resources accordingly
Market
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Document Summary
Culture competition differentiation diversification interrelationships environmental and social issues. Division, product line or profit center in parent company. Each unit sells distinct set of products to identifiable group of customers, each competes with well-defined set of competitors revenue, costs, investment, separated from parent brand and evaluated. Strategic bu planners should recognize capabilities of each sbu and allocate resources accordingly. Market group of individuals that have needs for products in product class and have ability, willingness and authority to purchase. Percentage of market that actually buys specific product from a particular company. Market growth/market share matrix helpful business tool, based on philosophy that product"s market growth rate and market share are important considerations in determining strategy. Dominant share of the market and good prospect for growth. Dominant share of market, low progress to grow. Subordinate share of market and low growth prospect. Question mark small share of growing market, large sum of cash to build market share.
