Growth Share Matrix Applied to Marketing

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This presentation takes a look at the Growth Share Matrix and the four quadrants of the matrix (cash cow, stars, question marks, and dogs) and how does this the marketing industry (specifically Sanna Lee Consulting) fit into this matrix.

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  • Developed by BCG
  • Growth Share Matrix Applied to Marketing

    1. 1. Presented by Sanna lee consulting<br />Marketing Looked At Within the Growth Share Matrix<br />1<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    2. 2. Growth Share Matrix<br />STAR<br />? MARK<br />2<br />High Growth<br /><ul><li>High growth
    3. 3. High profit’s
    4. 4. Fast Growing
    5. 5. No profitability (requires cash/time investment)</li></ul>High Profitability<br />Low Profitability<br />DOG<br />COW<br /><ul><li>Slow growth
    6. 6. Stable profitability (slowing)
    7. 7. Slow growth
    8. 8. No profitability (low market share)</li></ul>Low Growth<br /><ul><li> Growth Share Matrix developed by Boston Consulting Group in the late 60’s
    9. 9. Designed for large corporations – takes a theoretical approach to growth. However, is still a fundamental tool for marketing businesses across the board.
    10. 10. Matrix is closely associated with the Product Life Cycle curve. </li></ul>Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    11. 11. Cash Cows<br />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.<br />3<br /><ul><li>Stable Income
    12. 12. Funds generated by cows help turn ? Marks into stars and eventually stars turn into cows. </li></ul>Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    13. 13. Dog<br />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.<br />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. <br />4<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    14. 14. ? Mark<br />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.<br />5<br /><ul><li>Question marks turn into stars or dogs – keep an eye on them. </li></ul>Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    15. 15. Star<br />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.<br />6<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    16. 16. Matrix Applied to World of Marketing<br />STAR<br />? MARK<br /><ul><li>Low End Sites
    17. 17. Social Media Marketers
    18. 18. Search Engine Optimization (SEO)
    19. 19. Email/Newsletter Distribution
    20. 20. Data Management
    21. 21. Adword Campaign Management
    22. 22. High-End websites
    23. 23. Internet programming / web development
    24. 24. Integration of website & IT systems
    25. 25. Mobile Sites & Mobile Marketing
    26. 26. Wrap Signage (taxi’s)
    27. 27. Interactive Web Applications</li></ul>COW<br />DOG<br /><ul><li>Branding / Corporate Identity
    28. 28. Logo Design
    29. 29. Graphic Design
    30. 30. Copywriting
    31. 31. TV/Radio Advertising
    32. 32. Production of Online Video
    33. 33. PR & Communications
    34. 34. Billboards
    35. 35. Newspaper Ads
    36. 36. Print Literature
    37. 37. Snail Mail Distribution
    38. 38. Catalogue Creation
    39. 39. Flier Distribution</li></ul>7<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    40. 40. Enter SLC<br />LEGEND:<br />BLUE = service already provided by SLC.<br />RED = hot area. Get into. <br />CROSSED OUT = Not worth investing time/$.<br />GREEN = provided as a convenience for customers. <br />STAR<br />? MARK<br /><ul><li>High-End websites
    41. 41. Internet programming /web development
    42. 42. Integration of website & IT systems
    43. 43. Mobile Sites & Mobile Marketing
    44. 44. Wrap Signage (taxi’s)
    45. 45. Low End Sites
    46. 46. Social Media Marketers
    47. 47. Search Engine Optimization (SEO)
    48. 48. Email/Newsletter Distribution
    49. 49. Data Management Adword Campaign Management</li></ul>COW<br />DOG<br /><ul><li>Branding / Corporate Identity
    50. 50. Logo Design
    51. 51. Graphic Design
    52. 52. Copywriting
    53. 53. TV/Radio Advertising
    54. 54. Production of Online Video
    55. 55. PR & Communications
    56. 56. Billboards
    57. 57. Newspaper Ads
    58. 58. Print Literature (business cards, brochures, etc.)
    59. 59. Snail Mail Distribution
    60. 60. Catalogue Creation
    61. 61. Flier Distribution</li></ul>8<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    62. 62. Parting Challenge<br />STAR<br />? MARK<br />1) What are your products/services that are growing but questionable in terms of future profits?<br />2) Are you ahead of the curve with these products/services?<br />What are your products/services that are profitable and strong growth areas?<br />COW<br />DOG<br />1) What are your products/services that are profitable but in a slow-growth market?<br />2) Are you maintaining these products/services that add stability to your business?<br />1)What are your products/services where you have low share of a low growth market? <br />2) Are these products/services absorbing your time/money? <br />9<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />
    63. 63. Be Inspired<br />10<br />Boeuf Bourguignon<br />Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved<br />

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