The Marketing Strategy: Segmentation, Targeting, Positioning & Differentiation

Posted on Leave a commentPosted in Marketing Explained

Marketing’s goal is to create value for customers and build profitable customer relationships in order to capture value back afterwards. But how does the company create this customer value? The marketing strategy addresses exactly that. It is the marketing logic by which the firm wants to create this customer value […]

Portfolio Planning: Designing the Business Portfolio – Strategies for Growth and Downsizing

Posted on Leave a commentPosted in Marketing Explained

Once the company has analysed its current business portfolio and determined which SBUs should receive more and which less investment, it must now shape its future portfolio. This is the second essential part of designing the business portfolio: Portfolio Planning. By using the Boston Growth-Share Matrix portfolio analysis approach, the […]