This document discusses company and marketing strategy. It covers strategic planning, analyzing a company's business portfolio, and the marketing process. Strategic planning involves analyzing the internal and external environment, developing a mission statement and objectives, and creating strategies. The business portfolio involves classifying strategic business units using tools like the BCG matrix. Marketing plays a key role in strategic planning by identifying opportunities and developing marketing strategies using the "four Ps" and managing the marketing effort through analysis, planning, implementation and control.