Marketing_L2(2013)
.pdfGoals or Objec&ves: S.M.A.R.T.
• Specific
• Measurable
• A[ainable
• Relevant
• Time-Based
3. Designing the Business PorGolio
Business porLolio
The collec&on of businesses and products that make up the company.
The best business porGolio is the one that best fits the
company’s strengths and weaknesses to opportuni&es in the environment.
Business porGolio planning involves two steps:
1. The company must analyze its current business
porGolio and determine which businesses should receive more, less, or no investment.
2. It must shape the future porGolio by developing strategies for growth and downsizing.
4. Analyzing the Current Business
PorGolio
PorLolio analysis
The process by which management evaluates the products and businesses that make up the company.
Marke&ng Dashboard
Marke&ng Metric
Marke&ng Plan
Business Plan
Boston Consul&ng Group Approach
are high-growth, high-share businesses or products.
. Cash cows are low-growth, high-share businesses or products.
. Ques&on marks are low-share business units in high-growth markets. are low-growth, low-share businesses and products.
Kodak Consumer-Related Products
What SBU type in the BCG growth-share matrix?
Kodak digital camera |
Kodak digital photo printer |
Kodak film |
Kodak digital picture frame |
BCG business porGolio analysis for Kodak’s consumer SBUs for 2003 (red circle) and 2012 (white circle)
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Kodak digital |
Kodak digital |
picture frame |
photo printer |
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Kodak digital |
Kodak film sales: US, |
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camera |
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Canada, & W. Europe |
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Product/market expansion grid OR
Diversifica&on Analysis
• Market Penetra&on
Company growth by increasing sales of current products to current market segments without changing the product.
• Market Development
Company growth by iden&fying and developing new market segments for current company products.
• Product Development
Company growth by o ering modified or new products to current market segments.
• Diversifica&on
Company growth through star&ng up or acquiring businesses outside the company’s current products and markets.
