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 The company needs to turn its
mission into detailed supporting
objectives for each level of
Management.
 Each manager should have
objectives and be responsible for
reaching them
• Stars. Stars are high-growth, high-share
businesses or products. They often need heavy
investments to finance their rapid growth.
Eventually their growth will slow down,
andthey will turn into cash cows.
• Cash Cows. Cash cows are low-growth,
high-share businesses or products. These
established and successful SBUs need less
investment to hold their market share. Thus,
they produce a lot of the cash that the
company uses to pay its bills and support other
SBUs that need investment
• Question Marks. Question marks are low-
share business units in high-growth markets.
They require a lot of cash to hold their share, let
alone increase it. Management has to think hard
about which question marks it should try to
build into stars and which should be phased out.
• Dogs. Dogs are low-growth, low-share
businesses and products. They may generate
enough cash to maintain themselves but do not
promise to be large sources of cash
The Product/Market Expansion Grid
The Four Ps
of the
Marketing
Mix
marketing dashboards

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chp-2 Company Marketing Strategy.pptx

  • 1.
  • 2.
  • 3.
  • 4.
  • 5.
  • 6.  The company needs to turn its mission into detailed supporting objectives for each level of Management.  Each manager should have objectives and be responsible for reaching them
  • 7.
  • 8.
  • 9.
  • 10. • Stars. Stars are high-growth, high-share businesses or products. They often need heavy investments to finance their rapid growth. Eventually their growth will slow down, andthey will turn into cash cows. • Cash Cows. Cash cows are low-growth, high-share businesses or products. These established and successful SBUs need less investment to hold their market share. Thus, they produce a lot of the cash that the company uses to pay its bills and support other SBUs that need investment
  • 11. • Question Marks. Question marks are low- share business units in high-growth markets. They require a lot of cash to hold their share, let alone increase it. Management has to think hard about which question marks it should try to build into stars and which should be phased out. • Dogs. Dogs are low-growth, low-share businesses and products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash
  • 12.
  • 14.
  • 15.
  • 16.
  • 17.
  • 18. The Four Ps of the Marketing Mix
  • 19.
  • 20.
  • 21.
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28.