Prepared by a marketing lecturer, designed for university-level students
There is a direct relationship between the firm/brand’s marketing strategy and its marketing mix design. A marketing mix should be the execution of the firm’s marketing strategy.
In other words, marketing strategy is implemented through the combination and design of … Read more...
One of the very common analytical approaches in strategic planning is SWOT analysis. The first letter stands for “strengths” and the first letter stands for “opportunities”. These two letters, or parts of the SWOT analysis, … Read more...
Core competencies are special skills and capabilities of the firm that provides some competitive advantage in the marketplace. We are primarily interested in those skills and capabilities that allow the firm/brand to deliver superior customer value.… Read more...
Any organization/brand is faced with an almost unlimited selection of choices and opportunities in the marketplace. For example, there are literally thousands of different ways that firms can choose to promote their activities. There are millions of different products available … Read more...
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.
As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. … Read more...
In these two videos, learn how to make a BCG matrix on Excel from start to finish. Alternatively there is a free Excel template available for download on another of my sites that automates the process for you.
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 … Read more...
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...
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...
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...
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...
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...
One of the challenges with the design of the BCG matrix is the decision of what values to place the axes in order to create the four quadrants.
Unlike as suggested in other areas of the Internet, these four quadrants … Read more...
The details on the analysis approach to the BCG matrix have been expanded to the full menu – or use the search box.… Read more...
In this example, a retailer with five business portfolios is considered. Their five portfolios include:
The BCG matrix is built around two dimensions – namely market growth rate and relative market share.
Market growth rate
Market growth rate is designed to be a measure of market attractiveness and … Read more...
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...
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...
Because Apple run a relatively limited line of products it is quite simple to plot their portfolio of products onto the BCG matrix. Perhaps the findings might be a little bit surprising, but it … Read more...
There are currently two BCG matrix examples on this site – to give you a sense of how they should look and work.
Go to the Apple BCG matrix example
Go to the retailer BCG matrix example
You may also … Read more...
