Analyzing the Current Business Portfolio
• Portfolio analysis: A tool by which management identifies and evaluates the various business that make up the company.
Designing the business portfolio Planning, marketing and other functional strategies
Defining the company mission
Setting company objectives and goals
Strategic planning
Table 2-1 Market-oriented business definitions
Company Revlon Product-Oriented Definition We make cosmetics. Market-Oriented Definition
We sell lifestyle and self-expression; success and status; memories, hopes, and dreams.
We offer products and services that deliver value to Middle Americas.
We make businesses more productive by helping them scan, store, retrieve, revise, distribute, print, and publish documents. We deliver green, healthy-looking yard. We provide advice and solutions that transformed ham-handed homeowners into Mr. and Ms. Fixits.