MKTG ch 2

3rd largest automaker - FORD - the way forward - customer concentration - such as focusing the fusion for women car buyers
Strategic planning - process of establishing an organizational mission and formulating 

• goals
  
• corporate strat
  
• mktg objectives
  
• mktg strat
  
• and a mktg plan
  

MKTG strategy 

• identify target mkt
• develop MM

SWOT

• strength 
•  weaknesses
• opportunity
• threats
• 

• Mission statements
  
• Corporate strategy 
  
• business unit strat
  
• mktg star
  
• MM elements

SBU- strat business unity - a division, product line or profit center within a parent company 

This is the growth share matrix developed by the boston consulting group 

star - hi hi wii- uses a lot of cash, gains a lot

cash cow -lo cash needed, hi cash gained bounty paper towels

question marks-  hi cash needed lo cash gained - take a lot of cash and dont promise much - this is the problem child - carbon powered motorcycles

dogs - lo lo  not a lot of cash needed, dont get a lot of cash - old tvs?