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Strategic Planning: Goals and Business Portfolio

Strategic Planning: Goals and Business Portfolio. Introduction to Marketing. Strategic Planning: process of developing and maintaining a fit between the organization’s goals and capabilities and its opportunities. Corporate Strategic Planning.

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Strategic Planning: Goals and Business Portfolio

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  1. Strategic Planning: Goals and Business Portfolio Introduction to Marketing

  2. Strategic Planning: process of developing and maintaining a fit between the organization’s goals and capabilities and its opportunities. Corporate Strategic Planning

  3. We are innovation and design leaders who seek to help athletes of all skill levels achieve peak performance with every product we bring to market. Adidas Mission Statement

  4. Areas within Adidas and Reebok that were identified as key contributors and game changers for the Adidas Group include: • Gaining sales and market share in the key global categories running and basketball with Adidas Sport Performance • Expanding Adidas Sport Style into fast fashion with the Adidas NEO label • Establishing Reebok as the leading fitness brand • Leading the industry in the fields of customization and interactivity across categories. Adidas Goals

  5. +12% Sales Growth Sales growth is % change in sales.

  6. Market Share Market share is % company’s sales to total market sales

  7. Collection of businesses and products that make up the company. Business Portfolio

  8. How does a company rate its businesses/products on growth and share? BCG Growth Share Matrix

  9. BCG Growth Share Matrix

  10. Select a company that has several product lines. • Example: Coca Cola has Sprite, Dasani, and Powerade • Search the web to find out sales growth and share. • Draw poster showing where each product in the BCG matrix. Pair Project

  11. Write a recommendation to your chief marketing officer on what to do with each product. • Include where the product falls in the BCG matrix and facts that support your recommendation. Individual exit ticket

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