The foundation of who a company is established based on the vision, mission, values, and goals and objectives of the organization In this chapter, we explore tools such as SWOT analysis and the BCG matrix that can help a company organize and analyze its portfolio

Strategy starts with understanding where a company is, where it wants to go, what the operating environment looks like, and what tools it has to work with or could acquire.

SWOT analysis — identification of internal strengths and weaknesses and external opportunities and threats impacting a business. BCG matrix — Boston Consulting Group’s framework for analyzing an organization’s strategic business units. strategy — set of plans, actions, and goals that outlines how a business will compete. objectives — specific targets to be achieved within a specified period of time.