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 …

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

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  • 1. Presented by Sanna lee consulting
    Marketing Looked At Within the Growth Share Matrix
    1
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 2. Growth Share Matrix
    STAR
    ? MARK
    2
    High Growth
    • High growth
    • 3. High profit’s
    • 4. Fast Growing
    • 5. No profitability (requires cash/time investment)
    High Profitability
    Low Profitability
    DOG
    COW
    • Slow growth
    • 6. Stable profitability (slowing)
    • 7. Slow growth
    • 8. No profitability (low market share)
    Low Growth
    • Growth Share Matrix developed by Boston Consulting Group in the late 60’s
    • 9. Designed for large corporations – takes a theoretical approach to growth. However, is still a fundamental tool for marketing businesses across the board.
    • 10. Matrix is closely associated with the Product Life Cycle curve.
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 11. 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.
    3
    • Stable Income
    • 12. Funds generated by cows help turn ? Marks into stars and eventually stars turn into cows.
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 13. 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.
    4
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 14. ? 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.
    5
    • Question marks turn into stars or dogs – keep an eye on them.
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 15. 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.
    6
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 16. Matrix Applied to World of Marketing
    STAR
    ? MARK
    • Low End Sites
    • 17. Social Media Marketers
    • 18. Search Engine Optimization (SEO)
    • 19. Email/Newsletter Distribution
    • 20. Data Management
    • 21. Adword Campaign Management
    • 22. High-End websites
    • 23. Internet programming / web development
    • 24. Integration of website & IT systems
    • 25. Mobile Sites & Mobile Marketing
    • 26. Wrap Signage (taxi’s)
    • 27. Interactive Web Applications
    COW
    DOG
    7
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 40. 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
    • 41. Internet programming /web development
    • 42. Integration of website & IT systems
    • 43. Mobile Sites & Mobile Marketing
    • 44. Wrap Signage (taxi’s)
    • 45. Low End Sites
    • 46. Social Media Marketers
    • 47. Search Engine Optimization (SEO)
    • 48. Email/Newsletter Distribution
    • 49. Data Management Adword Campaign Management
    COW
    DOG
    • Branding / Corporate Identity
    • 50. Logo Design
    • 51. Graphic Design
    • 52. Copywriting
    • 53. TV/Radio Advertising
    • 54. Production of Online Video
    • 55. PR & Communications
    • 56. Billboards
    • 57. Newspaper Ads
    • 58. Print Literature (business cards, brochures, etc.)
    • 59. Snail Mail Distribution
    • 60. Catalogue Creation
    • 61. Flier Distribution
    8
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 62. 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?
    9
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved
  • 63. Be Inspired
    10
    Boeuf Bourguignon
    Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved