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Useful device for identifying growth opportunities; identify, evaluate, and select market opportunities and establish strategies for capturing them
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Company classifies all (SBUs)' vertical axis: market growth. Horizontal: relative market share. Defines four types of SBUs
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Offering modified or new products to current markets
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The collection of businesses and products that make up the company
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Identifying and developing new markets for its current products
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The major activity in strategic planning; management evaluates the products and businesses that make up the company
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Making more sales without changing its original product
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Statement of the organization's purpose-what it wants to accomplish in the larger environment
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Process of developing and maintiaining a strategic fit between the organization's goals and capabilities and its changing marketing opportunities
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Starting up or buying businesses beyond its current products and markets
