Developing a Strategic Target SBU Portfolio with The Target Portfolio Package

Aspy Palia

Abstract


The Online Target Portfolio Package is used to systematically assess the current position of each strategic business unit (SBU) in a portfolio relative to competitor SBUs and to develop a strategic market plan for a target SBU portfolio with associated strategies and tactical marketing decisions. Competing participant teams first identify SBUs with growth potential and candidates for harvesting and or divestment based on their current position on the Boston Consulting Group (BCG) Growth Share and Growth Gain Matrices and the relevant Product Positioning Map. Based on their analysis of their own and competitor SBU portfolios, they develop a strategic market plan (SMP) to optimize the performance of the overall SBU portfolio while maintaining cash in balance.

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