Growth Share Matrix Applied to Marketing

Presented by Sanna lee consulting
Marketing Looked At Within the Growth Share Matrix
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Growth Share Matrix
STAR
? MARK
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High Growth
High growth
High profit’s
Fast Growing
No profitability (requires cash/time investment)
High Profitability
Low Profitability
DOG
COW
Slow growth
Stable profitability (slowing)
Slow growth
No profitability (low market share)
Low Growth
Growth Share Matrix developed by Boston Consulting Group in the late 60’s
Designed for large corporations – takes a theoretical approach to growth. However, is still a fundamental tool for marketing businesses across the board.
Matrix is closely associated with the Product Life Cycle curve.

Cash Cows
Cash Cows. These are products/services with a high share of a slow growth market. Cash Cows generate more than is invested in them. So keep them in your portfolio of products for the time being.
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Stable Income
Funds generated by cows help turn ? Marks into stars and eventually stars turn into cows.

Dog
Dogs. These are products with a low share of a low growth market. They do not generate cash for the company, they tend to absorb it. Get rid of these products.
Note: All products/services eventually become cows or dogs. The value of the product is completely dependent upon obtaining a leading share of its market before the growth slows.
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? Mark
Question Mark. These are products with a low share of a high growth market. They consume resources and generate little in return. They absorb the most money as you attempt to increase market share.
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Question marks turn into stars or dogs – keep an eye on them.

Star
Stars. These are products that are in high growth markets with a relatively high share of that market. Stars tend to generate high amounts of income. Keep and build your stars.
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Matrix Applied to World of Marketing
STAR
? MARK
Low End Sites
Social Media Marketers
Search Engine Optimization (SEO)
Email/Newsletter Distribution
Data Management
Adword Campaign Management
High-End websites
Internet programming / web development
Integration of website & IT systems
Mobile Sites & Mobile Marketing
Wrap Signage (taxi’s)
Interactive Web Applications
COW
DOG
Branding / Corporate Identity
Logo Design
Graphic Design
Copywriting
TV/Radio Advertising
Production of Online Video
PR & Communications
Billboards
Newspaper Ads
Print Literature
Snail Mail Distribution
Catalogue Creation
Flier Distribution
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Enter SLC
LEGEND:
BLUE = service already provided by SLC.
RED = hot area. Get into.
CROSSED OUT = Not worth investing time/$.
GREEN = provided as a convenience for customers.
STAR
? MARK
High-End websites
Internet programming /web development
Integration of website & IT systems
Mobile Sites & Mobile Marketing
Wrap Signage (taxi’s)
Low End Sites
Social Media Marketers
Search Engine Optimization (SEO)
Email/Newsletter Distribution
Data Management Adword Campaign Management
COW
DOG
Branding / Corporate Identity
Logo Design
Graphic Design
Copywriting
TV/Radio Advertising
Production of Online Video
PR & Communications
Billboards
Newspaper Ads
Print Literature (business cards, brochures, etc.)
Snail Mail Distribution
Catalogue Creation
Flier Distribution
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Parting Challenge
STAR
? MARK
1) What are your products/services that are growing but questionable in terms of future profits?
2) Are you ahead of the curve with these products/services?
What are your products/services that are profitable and strong growth areas?
COW
DOG
1) What are your products/services that are profitable but in a slow-growth market?
2) Are you maintaining these products/services that add stability to your business?
1)What are your products/services where you have low share of a low growth market?
2) Are these products/services absorbing your time/money?
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Be Inspired
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Boeuf Bourguignon

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Growth Share Matrix Applied to Marketing

by Sanna Lee on Apr 15, 2010

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