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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Repositioning is the task of implementing a major change the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.
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A perceptual map is a powerful visual tool used in marketing to depict how consumers perceive and position various products or brands in relation to each other within a marketplace.
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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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Main positioning categoriesBy product attributeBy userBy product classAgainst competitionBy use or applicationBy quality or valueBy using a combination of the above optionsHow to choose the best positioning approach?Market gaps – is there a viable gap?Substance and support – can we deliver a marketing mix to create that positioning?Market need – does the market want this
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What is positioning?Positioning is defined as the target market’s perception of the product’s key benefits and features, relative to the offerings of competitive products.The important aspects of this definition are:Positioning is the perception held by consumersThe focus is on the perceptions of the target marketOnly the key features and benefits can be effectively communicated for
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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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