Using the BCG matrix for portfolio analysis
One 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 … Read more...
Category: Marketing Strategy
BCG Matrix and its Four Quadrants
The output of the BCG matrix classifies businesses or brands or products into one of four quadrants.
Each of these four quadrants are defined by the intersection of two marketing metrics – namely the market growth rate (a measure of … Read more...
Limitations of the BCG matrix
Although the BCG matrix is widely used and widely discussed in many strategy and marketing textbooks, it does carry significant practical limitations.
One of the more obvious benefits of the BCG matrix is its level of simplicity – in that … Read more...
Benefits of the BCG matrix
Introduction to the BCG matrix
The 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 … Read more...
What is the BCG matrix?
Overview of the BCG Matrix
The BCG Matrix is a portfolio model developed by the Boston Consulting Group (BCG) in 1968. It has been popularized over time through inclusion in many strategy and marketing textbooks.
One of its prime appeals … Read more...
Study notes for points-of-difference (POD) and points-of-parity (POP)
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 … Read more...
Study Notes for niche marketing
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 … Read more...
Study Notes for differentiated and concentrated marketing
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 … Read more...
Why classify consumer products?
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 … Read more...
Risks of new-to-the-world products
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 products
Although there … Read more...
National Australia Bank Repositioning Case Study
NAB’s Repositioning in the Australian Banking Market
This 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 … Read more...
Understanding the Strategic Hierarchy – Using GE as an Example
To help understand how the strategic hierarchy model helps us understand how the concept of strategy differs between levels in an organization, let’s look at one of the world’s largest and most diversified companies, General Electric (GE).
The following … Read more...
Difference between marketing strategy and tactics
It is sometimes confusing distinguishing between strategies and tactics as they refer to interdependent aspects of marketing activities. Basically, strategy refers to major decisions that impact the competitive position of a firm, whereas tactics are the activities that support … Read more...
Examples of strategic hierarchy decisions
The strategic hierarchy relates to large firms only. They own multiple businesses and will structure their strategic decisions accordingly. Below is a list of examples of strategic hierarchy decisions. This is important to understand as different types of marketing … Read more...
What is the strategic hierarchy?
When you study a marketing textbook, often the concept of the strategic hierarchy is discussed in the chapter covering marketing strategy. This model is designed to demonstrate that different strategic decisions are made at different levels in large corporations. … Read more...
Difference between Marketing and Financial Goals
Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance.
Difference between
… Read more...The GLAD Model of Marketing Strategy
Marketing strategy is designed to deliver short-term financial and marketing goals and to build and strengthen the firm’s competitive advantages over time. A firm that has significant competitive advantages will enjoy greater profitability and stability of performance. An excellent … Read more...
The difference between advertising and integrated marketing communications
When I was a marketing student, a long time ago, I did not study integrated marketing communications. Instead, I studied advertising and sales management as separate subjects. That was the way it was taught in university and that was … Read more...
Controllable factors for new product failure
There are multiple reasons why new products will fail to be successful in the marketplace. There is a separate article that outlines the numerous reasons for new product failure, along with some discussion. However, the purpose of this … Read more...
Why New Products Fail
Why new products fail
No product point-of-difference
For a new product to win initial trials and then ongoing repeat business, it needs to bring something new to the marketplace. Potential customers need an incentive – such as additional benefits … Read more...