A company's marketing capabilities are the favorable external aspects of a company's marketing activities that can achieve competitive advantage in the sales market.
Marketing threats are unfavorable trends in the development of the marketing external environment that can negatively affect the company's position in the market.
Marketing opportunities and threats are determined based on the analysis of the external marketing environment.
Depending on the ratio of the nature of marketing opportunities and threats of strategic business units, companies are placed in the squares of the matrix:
The ideal strategic business unit encompasses a type of business characterized by high marketing opportunities and low threats.
An attractive strategic business unit has significant marketing opportunities, but also great threats.
A mature strategic business unit is characterized by few marketing opportunities and few threats, which is typical of the maturity stage of the product life cycle.
A dangerous strategic business unit has large marketing threats with little marketing opportunity.
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