Coca-Cola Marketing Audit

Topics: Strategic management, Strategic business unit, Boston Consulting Group Pages: 3 (828 words) Published: March 17, 2013
1.Write a new mission statement for the company.
To be the acknowledged worldwide leader of supermarket in providing the highest quality products at a reasonable price, comfortable environment, a commitment to customer satisfaction, fair treatment of our suppliers and loyalty to our employees. Other than these, we strive to be your first choice, listen what you say and appreciate the opportunity to serve you.

2. Briefly describe Strategic Business Unit (SBU) and BCG matrix. Strategic Business Unit is understood as a unique business unit within a large corporation identity which is distinguishable from other business because it serves a defined external market where management can conduct strategic planning in relation to products and markets. When companies become really large, they are best thought of as being composed of a number of businesses.

The Boston Consulting Group matrix is a chart that was created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analyzing their business units or product lines. The BCG matrix consists of a four-quadrant grid that is one of the most publicized techniques to help the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.

Picture source: from internet

Stars are SBUs in fast-growth markets with large relative market share. Substantial resources are required to support their dominant position. Stars offer excellent opportunities for future growth and profitability.

Question marks are SBUs in high-growth industries but with a small market share. They have the potential to gain market share and become a star, and eventually a cash cow when the market growth slows. In order to maintain their position in a growing industry, they normally require large net cash consumption.

Cash cows are units with high market share in a slow-growing industry. They are in a mature market, and...
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