9 pages paper

FORMAT: Title page (Name, date, and course number)

Executive Summary

Body of paper (8-10 pages)

Bibliography (APA style)

DUE: End of the term (last class)

http://www.netmba.com/strategy/matrix/bcg

1. A statement of the organization’s purpose and general guidelines for accomplishing it (organizational mission)

2. The organization’s skills, talents, and experiences (distinctive competencies)

3. Trends or conditions that have enabled the company to reach a particular market (market opportunities)

4. Organizational objectives and their accomplishment

5. The organization’s SBUs (businesses, product lines, or profit centers)

6. Indications, in the text or in financial statements, as to whether the SBUs can be considered stars, cash cows, problem children, or dogs. Did the organization harvest or divest any SBU in the past year?

7. Use of an organizational strategy for growth, such as:

a. Market penetration: Did the firm increase sales of any products in its current markets?

b. Product development: Did the firm improve a product or develop a new one for its current markets?

c. Market development: Did the firm introduce a product in a new geographic area or otherwise put a current product into a new market?

d. Diversification: Did the firm introduce new products to sell in new markets or buy other companies offering different products?

8. References to increasing sales volume or market share (marketing objectives)

9. Elements of the marketing strategy

a. The group of consumers toward which the firm is aiming its product or efforts (target market)

b. A description of the marketing mixproduct, promotion, price, or distribution

10. Elements of the marketing plan, such as:

a. References to short or long-range marketing goals

b. Mention of trends and changes in customer preferences or competitors’ actions

Discussion of market opportunities or problems the organization faces