chapter  9
24 Pages

The formulation of strategy – 1: analysing the product portfolio

Against the background of the material covered so far, we are now in a position to turn

our attention to the ways in which organizations approach the development of a mar-

keting strategy. In this, the first of three chapters on strategy, we begin by examining

how strategic perspectives have developed over the past 35 years. We then turn our

attention to a variety of models of portfolio analysis. In Chapters 10 and 11 we concen-

trate upon the issues surrounding growth, the approaches that are most typically used

to achieve it, methods of developing a sustainable competitive advantage, and the ways

in which market position influences strategy.