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  • Marketing Management: Amity International Business School

    Transféré par

    ameythe
    16 vues9 pages
    The document provides an overview of the BCG matrix, which is used to evaluate a business's portfolio of products and brands. It classifies products based on their relative market share and market growth rate. Products are placed into one of four categories: stars, cash cows, question marks, and dogs. The document explains how the BCG matrix can help a business determine which products to invest in, divest, or analyze further. It provides examples of how Google and HP may be depicted on the BCG matrix.

    Description originale:

    Marketing

    Titre original

    Mktg Mgmt

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    © Attribution Non-Commercial (BY-NC)

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    The document provides an overview of the BCG matrix, which is used to evaluate a business's portfolio of products and brands. It classifies products based on their relative market share and market growth rate. Products are placed into one of four categories: stars, cash cows, question marks, and dogs. The document explains how the BCG matrix can help a business determine which products to invest in, divest, or analyze further. It provides examples of how Google and HP may be depicted on the BCG matrix.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    16 vues9 pages

    Marketing Management: Amity International Business School

    Transféré par

    ameythe
    The document provides an overview of the BCG matrix, which is used to evaluate a business's portfolio of products and brands. It classifies products based on their relative market share and market growth rate. Products are placed into one of four categories: stars, cash cows, question marks, and dogs. The document explains how the BCG matrix can help a business determine which products to invest in, divest, or analyze further. It provides examples of how Google and HP may be depicted on the BCG matrix.

    Droits d'auteur :

    Attribution Non-Commercial (BY-NC)
    Téléchargez comme PDF, TXT ou lisez en ligne sur Scribd
    Signaler comme contenu inapproprié
    sur 9

    Amity International Business School

    Marketing Management
    8/9-40

    Sandeep Bhasin
    sbhasin@amity.edu
    1

    Amity International Business School

    Agenda
    BCG Matrix GE Matrix Ansoff Matrix Blue and Red Ocean Strategies Ambush Marketing Guerrilla Marketing Surrogate Advertising Cyber Marketing

    Amity International Business School

    BCG Matrix
    Boston Consulting Group (BCG) was established in 1960 by Bruce Henderson Businesses or Products are classified as low or high performers depending upon their market growth rate and relative market share Is used to determine priorities for product portfolio(s) of a business BCG Matrix uses Relative Market Share & Market Growth

    Amity International Business School

    Relative Market Share and Market Growth

    Relative Market Share

    Business Unit sales Leading Rivals Business Unit Sales

    Market Growth

    Sales this year Sales Last Year Sales Last Year

    Amity International Business School

    BCG
    High
    Business Growth Rate Low

    High

    Relative Market Share

    Low

    Amity International Business School

    BCG Matrix - Google


    High
    Business Growth Rate Low

    High

    Relative Market Share

    Low

    Amity International Business School

    BCG Matrix - HP
    High
    Business Growth Rate Low

    High

    Relative Market Share

    Low

    Amity International Business School

    BCG
    High
    Invest Business Growth Rate Analyze

    Milk

    Divest

    Low

    High

    Relative Market Share

    Low

    Amity International Business School

    BCG
    High
    Business Growth Rate
    High Market Share and High Market Growth Low Market Share and High Market Growth

    Well established player

    Opportunities are many but you are not sure which way it would go

    High Market Share and Low Market Growth

    Low Market Share and Low Market Growth

    Low

    Well established player in a low growing Market

    Your Market presence is weak and you struggle to survive

    High

    Relative Market Share

    Low

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