The document discusses establishing a business portfolio, including defining a strategic business unit and tools for portfolio planning. It outlines steps like analyzing the current portfolio using the BCG Growth-Share Matrix, which evaluates business units based on market growth and relative market share. The overall agenda is to help companies plan their portfolio of business units strategically.

1. Quarantine Lectures
Crash Course: Marketing
By
Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

2. Lecture # 7: Establishing Business
Portfolio
Quarantine Crash Course: Marketing
By: Saddam Siddiqui
Quarantine Crash Course: Marketing By: Saddam Siddiqui

3. Agenda
• What is Strategic Business Unit?
• Steps and Tools
• Analyse current business portfolio
• BCG Matrix
Quarantine Crash Course: Marketing By: Saddam Siddiqui

4. Establishing Business Portfolio
• When companies are large, they may have several businesses or a
business portfolio (Kotler and Armstrong, 2008)
Quarantine Crash Course: Marketing
By: Saddam Siddiqui

5. Strategic Business Unit (SBU)
• SBU is a unit of company that has separate mission and objectives
and that can be planned independently from the other company
businesses (Kotler and Armstrong, 2008)
• An SBU may develop for a company division level, for a product line,
for a product, or for a brand.
Quarantine Crash Course: Marketing
By: Saddam Siddiqui

6. Steps and Tools for Business Portfolio
Planning
Steps Tools
Analyse current portfolio BCG Growth-Share Matrix
Develop future Portfolio Strategic Opportunity Matrix
Quarantine Crash Course: Marketing
By: Saddam Siddiqui

7. BCG Growth Share Matrix