Aliyah Amisha Ali Principles of Marketing College of Science, Technology and Applied Arts of Trinidad and Tobago Unit 2: Company and Marketing Strategy COMPANY- WIDE STRATEGIC PLANNING: DEFINING MARKETING’S ROLE Definition- Strategic Planning The process of developing and maintaining a strategic fit between the organization’s goals and capabilities and it changing marketing opportunities. Boston Consulting Group, using the Boston market-share matrix, classifies the company’s SBUs on the basis of their market share,