The Strategic Business Unit Organization . SBUs are appropriate where strategic issues are common to all the products and services within the SBU and different from those of other SBUs. The SBU is appropriate to large and diversified corporations. This is in contrast to the traditional approach in which operating units are structured around product lines with similar product characteristics . Use market share rather than volume, as the primary measure of marketing success.
Share removes the masking factor that volume disguises in a growth sector.
Understand and use market-segmentation principles. Employ a process for monitoring customer needs, usage, and trends, as well as a competitive activity, that is, market research. It is critical to stay abreast of changing customer needs and habits as well as competitive activity in order to have early warning of problems and opportunities for product or service modification. Create a structure or process for coordination of all non-marketing functions toward the achievement of marketing goals. Set clear and specific marketing goals and targets Shift to a corporate style and culture where marketing plays a pivotal role.