INDUSTRY ANALYSIS In industry analysis, management intends to understand the attractiveness of the market or submarkets. Many investment decisions are based on industry analysis. Such analysis provides information on industry profitability, growth potential, key competitors and their success factors, distribution systems and other industry dynamics. Key issues in industry analysis include: (i) Degree of competition […]
MARKETING STRTEGIC PLANNING PROCESS The Strategic Planning Process Strategic planning is the process that enables managers to define their objectives (where they want the organization to go), their strategy (how the organization will get there), the necessary resources it will take the organization to get there and the performance and control measures that will show
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Planning for a new business There are various strategies that can be used to grow new businesses. One option is to identify opportunities to achieve further growth within the company’s current businesses (intensive growth opportunities). A second option is to identify opportunities to build or acquire businesses that are related to the company’s current businesses
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STRATEGIC BUSINESS UNITS A SBU is a business within a firm that requires its own strategy. An SBU has three characteristics: (1) It is a single business or collection of related businesses that can be planned separately from the rest of the company; (2) it has its own set of competitors; and (3) it has
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STRATEGIC PLANNING Introduction In today’s fast-paced business world, the ability to effectively manage the marketing process from the beginning to the end has become an extremely important source of competitive advantage. While marketing plan is essential part of the marketing process, high-performing firms hone their expertise in organizing, implementing, and controlling marketing activities as they
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