There are relatively few calculations required in order to construct effective BCG matrix. Probably the most difficult decision is to define the market – as there are often numerous ways of defining the market, as is further discussed below.In terms of constructing the BCG matrix after the market definition, there are two calculations required, namely […]
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Introduction to the BCG matrixThe BCG matrix was developed by the Boston Consulting Group in 1968. It is a portfolio matrix tool and is designed for larger companies to map, compare and analyze their existing business divisions (strategic business units) or sets of products.The Boston Consulting Group matrix is also known as the growth/share matrix
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Using the BCG matrix for portfolio analysisOne of the prime uses of the BCG matrix is for portfolio analysis – that is, to ensure that the overall company has an appropriate mix of business units and/or product in its overall portfolio.In this article on the BCG matrix and portfolio analysis, both good and poor portfolios
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Download the Free Excel template for the BCG MatrixThe BCG Matrix was developed many years ago to help large corporations make investment decisions in regards to their business portfolios and brands. It is a concept that is included in many modern-day marketing and strategy textbooks.The Marketing Study Guide offers a free BCG Matrix Excel template that is
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What is meant by Points-of-difference (POD)?The aspects of the product offering that are relatively distinct to the offerings of like competitors.What is meant by Points-of-parity (POP)?The aspects of the product offering that are largely similar to the offerings of like competitors.Should a brand emphasize POD or POP?Emphasize POD when…The firm is the a market leaderThe
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What is niche marketing?Niche marketing is a specialized market offering focused on the needs of one tightly-defined market segment.Usually the niche marketer only offers a very limited product range to this segment. As a result, the niche marketer builds a reputation (brand equity) for being THE expert for providing their products to the market segment.Advantages
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What is undifferentiated marketing?Undifferentiated marketing occurs when a marketing mix is designed for the general needs of an overall market, without regard for the needs of the different segments in that market.What is concentrated marketing?Concentrated marketing is focusing the firm’s market entire offering solely on the needs of one defined target market.What is differentiated marketing?Differentiated
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Please note that this is one article on the consumer products classification system, which discusses why this classification system is helpful. There are also other articles on this website that discuss how products are classified and how the system guides marketing mix decisions – also please refer to Related Topics below.Most marketing textbooks will classify
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New-to-the-world products are one of several classifications of new products (please see separate article). Other classifications of new products include: new categories, product line extensions, product improvements and product repositioning.Risks of new-to-the-world productsAlthough there are many potential advantages, as outlined above, for introducing a new-to-the-world product, this type of product carries significant risk and responsibility
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NAB’s Repositioning in the Australian Banking MarketThis video highlights a major campaign undertaken by the National Australia Bank (NAB). As you will see, this is probably one of the best executed campaigns that you will see, given that it uses so many different communication tools and its core message was effectively communicated in a very
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