Chapter 2 Flashcards
Strategic planning
The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and its changing marketing opportunities
Mission statement
A statement of the organization’s purpose–what it wants to accomplish in the larger environment
Business portfolio
The collection of businesses and products that make up the company
Portfolio analysis
The process by which management evaluates the products and businesses that make up the company
Growth-share matrix
A portfolio-planning method that evaluates a company’s SBUs in terms of market growth rate and relative market share
Stars
High-growth, high-share businesses or products
Cash cows
Low-growth, high-share
Question marks
Low-share business units in high-growth rates
Dogs
Low-growth, low-share businesses
