BUS 343 Lecture Notes - Lecture 2: Brand Awareness, Value Chain, Marketing Mix

• School: Simon Fraser University
• Department: Business Administration
• Course: BUS 343
• Professor: Lily Lin

Document Summary

Today, we are focusing on the 2nd and 3rd steps of the 5 step marketing process. In terms of where they want to be in the next 5 years. Shape future portfolio by developing strategies for growth and downsizing. Look at the future: portfolio analysis, process by which management evaluates the products and businesses that make up the company, companies look at everything they own. Strategic business units (sbus) are the brands/products of the company: attractiveness, how quickly the product is growing. Strength: how much market share the company owns, boston consulting group"s growth-share matrix is a portfolio-planning method that evaluates a company"s strategic business units (sbus) in terms of its market growth rate and relative market share, classified as: Stars: high growth, high share businesses/products, need heavy investments to finance their rapid growth, eventually growth will slow down and will turn into cash cows, cash cows.