Business Unit Strategic Planning 
   Process
    Business Mission
     Each business unit needs to define 
     its specific mission within the 
     broader company mission.
     Example: 
     SWO T Analysis
  SWOT analysis: The overall evaluation of a 
   company’s strengths, weakness, opportunities, and 
   threats.
    EXTERNAL ENVIRONMENT ANALYSIS ( Opportunity and 
    Threats)
    
      A marketing opportunity is an area of buyer need or potential 
     interest in which a company can perform profitably. 
    
     Opportunities can take many forms :
     A company may make a buying process more convenient or 
      efficient.   
     A company can meet the need for more information and advice. 
     A company can introduce a new capability
     A company may be able to deliver product or service faster
     A company may be able to offer a product at a much lower price.
    Market Opportunity Analysis: a matrix used to 
    determine the attractiveness and success 
    probability of any opportunity. 
    Five questions are asked:
    1. Can the benefits involved in the opportunity be 
      articulated to a defined target?
    2. Can the target market be located and reached 
      with cost-effective media and trade channels?
    3. Does the company posses access to the critical 
      capabilities and resources needed to deliver the 
      customer benefits?
    4. Can the company deliver the benefits better than 
      any actual or potential competitors?
    5. Will the financial rate of return meet or exceed 
      the company’s required threshold for investment?
  Market Opportunity Matrix:
                     Success 
                    probability
               High            Low
    s  h
    s  g
    e  i       1               2
    n  H
    e
    v
    i
    t
    c
    a
    r
    t
    t  w
    A  o
       L       3               4