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Portfolio Analysis and S.W.O.T Analysis. Tools for Strategic Marketing Planning . PORTFOLIO ANALYSIS. Most corporations have multiple product lines and strategic business units. Challenge: How can you effectively manage these various units?

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Portfolio analysis and s w o t analysis l.jpg

Portfolio Analysis and S.W.O.T Analysis

Tools for Strategic Marketing Planning


Portfolio analysis l.jpg
PORTFOLIO ANALYSIS

  • Most corporations have multiple product lines and strategic business units.

  • Challenge: How can you effectively manage these various units?

  • Answer: You must manage these diverse units as a portfolio of SBUs

  • Portfolio theory was first developed in finance.


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Strategic Business Units

  • Strategic business units (SBUs) share three characteristics:

    • Single business or collection of businesses which can be managed separately

    • Has own set of competitors

    • Has manager responsible for strategic planning and profits


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SoBe

Frappuccino

Lipton Iced Tea

Fruit Works juice

Aquafina water

Dole juices

Gatorade

Planet Java

KMX energy drink

Fruitopia

Nestea Iced Tea

Dasani water

Powerade

Odwalla

Mad River Traders

Who Owns Which Portfolio?


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The BCG Matrix

The Boston Consulting Group’s Growth-Share Matrix



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“A widely used framework for organizing and utilizing the pieces of data and information gained from the situation analysis…”

SWOT Analysis


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The SWOT Matrix pieces of data and information gained from the situation analysis…”


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Strengths and Weaknesses (Internal) pieces of data and information gained from the situation analysis…”

Scale and Cost Economies

Size and Financial Resources

Intellectual, Legal, and Reputational Resources

Opportunities and Threats (External)

Trends in the Competitive Environment

Trends in the Technological Environment

Trends in the Sociocultural Environment

The Elements of a SWOT Analysis


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Four issues the marketing manager must recognize: pieces of data and information gained from the situation analysis…”

The assessment of strengths and weakness should look beyond products and resources to examine processes that meet customer needs. Offer solutions to customer problems instead of specific products.

Achieving goals and objectives depends on transforming

strengths into capabilities by matching them with opportunities.

Weaknesses can be converted into strengths with strategic

investment. Threats can be converted into opportunities with

the right resources.

Weaknesses that cannot be converted become limitations which must be minimized if obvious or meaningful to customers.

SWOT-Driven Strategic Planning


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Stay Focused pieces of data and information gained from the situation analysis…”

It is a mistake to complete one generic SWOT analysis for the entire organization or business unit.

Search Extensively for Competitors

Brand, Product, Generic, Total budget competitors

Directives for a ProductiveSWOT Analysis


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Examine Issues from the Customers’ Perspective pieces of data and information gained from the situation analysis…”

What do customers (and non-customers) believe about us as a company?

What do customers (and non-customers) think of our product quality, customer service, price, overall value, convenience, and promotional messages in comparison to our competitors?

What is the relative importance of these issues as customers see them?

Taking the customers’ perspective is the cornerstone of a well done SWOT analysis.

Directives for a ProductiveSWOT Analysis


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Look for Causes, Not Characteristics pieces of data and information gained from the situation analysis…”

Causes for each issue in a SWOT analysis can often be found in the firm’s and competitors’ resources.

Major types of resources:

Financial, intellectual, human, organizational, informational, legal, relational, reputational, etc

Directives for a ProductiveSWOT Analysis


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Separate Internal Issues from External Issues pieces of data and information gained from the situation analysis…”

Failure to understand the difference between internal and external issues is one of the major reasons for a poorly conducted SWOT analysis.

Socratic Advice:

“Know thyself”

“Know thy customer”

“Know thy competitors”

“Know thy environment”

Directives for a ProductiveSWOT Analysis


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