Class note 1-22-09 - Markets Consumers WCOB 2013 Section...

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Markets & Consumers WCOB 2013 Section 005 1/22/09 L’eggs Story Day 2 Terms for the day: Strategic Business Unit (SBU) Market Research - Triangulation - Primary & Secondary Data (L’eggs) Rob developed a new SBU within Hanes with 2 goals in mind: 1. Enter a new product into the market 2. Establish brand loyalty Market Existing New Products New Existing Market Penetration - Saturation of an existing product Within an existing market Market Development – Bringing an existing product into a new market Product Development - introduction of new product Within an existing market Diversification – introduction of new product into a new market SBU – A division or product line of business that has a distinct mission and objective and that operates somewhat independent from the rest of the company. - SBUs can be a division, product line within a division, or a single brand or product. Why are SBUs important? - Each division can be targeted towards a different market (ie. Coca Cola owns Coke, Minute Maid Juices, and Desani water.
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