A company's business portfolio is the totality of all strategic business units (SBUs) of a company.
When managing a business portfolio, strategic marketing performs the following tasks:
1) strengthening the positions of the most profitable SBPs
2) development, investment in promising SBP
3) excludes unpromising and least profitable SBPs
4) formation of new SBPs
Marketing goals.
Criteria that are important to consider when compiling marketing goals:
1) Hierarchy
2) Measurable certainty (specific and quantitative indicators)
3) Reality of goals (coordination with real possibilities)
4) Flexibility of goals (the ability to make changes)
5) Compatibility of goals (one goal does not exclude the possibility of achieving another)
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