Designing the Business Portfolio
Guided by the company’s mission statement and objectives, management now must plan its business portfolio—the collection of businesses and products that make up the company. The best business portfolio is the one that best fits the company’s strengths and weaknesses to opportunities in the environment.
Most large companies have complex portfolios of businesses and brands. Strategic and marketing planning for such business portfolios can be a daunting but critical task. For example, ESPN’s brand portfolio consists of more than 50 business entities, ranging from multiple ESPN cable channels to ESPN Radio, ESPN.com, ESPN The Magazine ...
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