Strategic Planning
Completion requirements
Read this chapter, which examines the strategic planning process companies go through to develop, price, promote, and sell their products and services. The first section explains the value proposition and will help you understand why a company may develop different value propositions for different target markets. After reading the chapter, complete the discussion questions at the end of the chapter.
Strategic Portfolio Planning Approaches
Review Questions
- How would you classify a product that has a low market share in a growing market?
- What does it mean to hold market share?
- What factors are used as the basis for analyzing businesses and brands using the BCG and the GE approaches?