Marketing Strategy & Bcg Consulting Model Analysis

Marketing Strategy & Bcg Consulting Model
Marketing Strategy
At the heart of any business strategy is a marketing strategy
Businesses exist to deliver products that satisfy customers. Marketing is the process of planning and executing the conception, pricing,
promotion, and distribution of ideas, goods, and services. A marketing strategy is composed of several interrelated components called the
marketing mix: The Marketing mix consists of answers to a series of product and customer related questions. The Marketing Mix 1. Market
selection a. Who are the customers or subset (segment) of customers you are targeting? 2. Product planning a. What products are the company
going to design ... Show more content on Helpwriting.net ...
Since the standard affects all software engineers within the company, an evaluation team is formed to make the recommendation.
The evaluation team hires a consultant to research alternatives. The consultant has great influence due to his strong technical background.
Recent magazine articles are also reviewed.
After a few months, the evaluation team makes a recommendation and the VP R&D decides to accept it and go ahead.
The purchasing manager is asked to negotiate the best deal.
The salesperson for the winning workstation company was on top of and influenced every person at every stage of the decision making process.
Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA. It is the most renowned corporate
portfolio analysis tool. It provides a graphic representation for an organization to examine different businesses in it's portfolio on the basis of their
related market share and industry growth rates. It is a two dimensional analysis on management of SBU's (Strategic Business Units). In other
words, it is a comparative analysis of business potential and the evaluation of environment.According to this matrix, business could be classified
as high or low according to their industry growth rate and relative market share.Relative Market Share = SBU Sales this year leading competitors
sales this year.
Market Growth Rate = Industry sales this year – Industry Sales last
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Zara's Case Study
1. What is Zara's value Proposition? How does it differ from its Competitors?
"Zara has pioneered leading–edge fashion clothes for budget minded young adults through a tightly integrated vertical structure that cuts delivery
time between a garment's design and retail delivery to under three weeks (against the industry norm of three to six months)" (Grant, 2010, p.212)
According to Clayton Christensen in order to process you Value Proposition you must look at the following (Harvard Business Review)
Zara's value proposition is that it offers its customers cutting edge fashion at very affordable prices. It actively seeks out what styles are "hot" in
the fashion world. After Zara has identified the latest trend it can have the ... Show more content on Helpwriting.net ...
4. Marketing & Sales:
Zara broad offering meets its customer's demands quickly. This is due to management's almost instantaneous response to changes in customers'
needs (Ghemawat et al, 2006).
Zara's prices consider the cost of exporting and market conditions of the store's location (D'Andrea et al, 2003) instead of the traditional
application a cost plus margin.
Zaras inventory turnover is higher than their direct competition (at 10.67% versus H&M at 6.84%) (D'Andrea et al, 2003). Constantly
changing stock encourages sales and increase the average visits to stores per customer (Kotler et al, 2009).
5. Service:
Traditional supply chains take a supplier centric/push view with a focus on what a business is trying to sell rather than a focus on customer's
demands (Kotler et al, 2009). Zara's supply chain adopts a vertical structure which is mainly demand driven with cycle times being kept to a
minimum which allows information to be acted upon quickly (Grant, 2011).
Zara's Supporting Activities (4)
1. Infrastructure
Zara IT supports the interaction between the different departments throughout the entire company.
2. Human Resource Management (HRM)
Zara focus on HRM is evident in their hiring of newly graduated designers with fresh ideas and energy from the local areas.
3. Technology
Highly

table of proposal target and time scale
Acknowledgment
First and foremost, I would like to thank Allah s.w.t for making things easy for me on doing and completing this assignment. Secondly, I would
like to thank my family and friends for supporting and helping me accomplishing my task. Without their support and trust, I could have never
been able to accomplish this task brilliantly.
Not forgetting my Business Strategy lecturer, Madam Marini Mohamed Azhari for all the help and guidance she had made. If it's not for my
lecturer, I would have never know how to do this task as good as I think I've been. For all the knowledge she had taught and shared, I would like
to say thank you and it has been a great pleasure for me to accomplish this task by using the knowledge I've gained ... Show more content on
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Pfizer will have to take on retailers such as Target, Walmart, or Rite Aid, which already have programs in place, offering lower–priced generic
drugs to their customers. In 2011, Pfizer will lose the patent for its most widely sold drug, Lipitor, which will have a huge impact on their sales
once generic products enter the market.
2– Global pricing pressure: http://www.ft.com/cms/s/0/8d1a1842–5649–11df–b835–00144feab49a.html#axzz1dt5ys5bp
The increased use of generic drugs as well as the fact that in most countries the government controls the prices of medical products results in
Pfizer facing increased pricing pressure. As government agencies have control over Pfizer 's pricing, this could negatively influence their sales
and revenue. In addition, the proposed legislation to control prices will most likely affect the company 's business.
3– FDA 's regulatory oversight: http://www.google.com.my/#pq=pharmaceutical+pricing+pressures&hl=en&cp=21&gs_id=96&xhr=t&q=fda
's+regulatory+oversight&pf=p&sclient=psyab&source=hp&pbx=1&oq=fda
's+regulatory+over&aq=0n&aqi=qn1&aql=&gs_sm=&gs_upl=&bav=on.2,or.r_gc.r_pw.r_cp.,cf.osb&fp=a943ccc3a173c5a3&biw=1280&bih=737
Regulations not only threaten to interfere with Pfizer 's international business, but are also imminent for its business in the United States. With the
FDA having increased regulatory power, Pfizer 's costs are

The Ansoff Market Matrix
Question a)
The Marketing environment
To run the business effectively, we need to understand what the outside and inside influences in the business are. Basically the marketing
environment can be divided into three types such as; internal environment, micro environment and macro environment.
Internal environment is the internal to the business. It is made of 5Ms which are; men, money, machinery, material and minutes. It is more
important to manage their business.
Micro environment is the immediate environment. It is made of SPICC factors i.e. Supplier, Public, Intermediaries, Customers and Competitors.
The advertising firm has the control over the small scale environment which will help them to get data keeping in mind the end goal to give ...
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The Ansoff's Matrix is a tool that helps business to decide their product and market strategies. This model describes the four strategies such as
Market penetration, Product development, market development and Diversification.
Markets
The hotel has four vital choices, as indicated by ansoff's model, we can sort the techniques. The first procedure is to offer the hotel and put
resources into an alternate endeavor. It will go under enhancement procedure on the grounds that they plan to put another venture in new market.
This is a dangerous method on the grounds that business is moving into new market with practically no experience.
The second procedure is to do nothing major i.e. the hotel could simply keep on running with the plan of attaining to natural development. It is a
business entrance in light of the fact that they concentrate on the current administration in a current business. They can accomplish the targets
through expansion the piece of the overall industry by valuing techniques, notices and deals advancement or rebuild the developed market by
driving out contenders or expand the use by existing clients through faithfulness

GM SWOT Essay
MARKETING MANAGEMENT CASE ANALYSIS LECTURER: Boaz K. Ingari General Motors (K) ltd An Introduction General Motors East
Africa Limited was formed in 1975 and is a joint venture between General Motors Corporation (57.8%), Industrial and Commercial Development
Corporation (20%), Centum Investments (17.8%) and Itochu Corporation (4.4%). The vehicle manufacturing plant in Nairobi assembles a wide
range of Isuzu trucks and buses. It is the largest manufacturer of commercial vehicles in the Eastern Africa region with more than fifteen models.
GM East Africa also retails fully built Chevrolet brands. General Motors East Africa Limited is certified to ISO 9001:2008 (quality management
system) and ISO 14001:2004 (environment ... Show more content on Helpwriting.net ...
Maury F. Dieterich was appointed the new managing director of GM (K). Mr. Dieterich had been the financial director for three years prior to
this, and he was therefore already well known by the local staff. Mr. Dieterich, as managing director, is a member of the board of GM (K), which
is presently chaired by Mr. Bernard Hinga. Mr. Hinga and most directors are Kenyans. Company Objectives Discussing the production capacity
of GM (K), Mr. Dieterich recently reported that the Nairobi plant was operating with only one shift (It has a three–shift potential) and forecast
production at 2,300 units – approximately 60% of the capacity of one shift (E.g. 800 medium duty trucks, 600 light duty trucks, 500 pick–ups,
300 utility vehicles and 100 buses). This is reportedly a 50% increase over last year's level of production. Utilizing a greater proportion of the
production capacity would help GM (K) to fulfill a national goal of providing more jobs. Mr. Dieterich also stated that GM (K) had a
responsibility to its customers and to the public to continually improve the quality and safety of its products to meet both strict international and
GMC parent company standards, and to maintain high levels of service. In short, he stated that it is service and quality that really sells products.
Finally, Mr. Dieterich said that he would follow his predecessor's example of an open door policy

SWOT, PEST, Product Lifecycle, Boston Matrix and the...
SWOT, PEST, Product Lifecycle, Boston Matrix and the Ansoff Matrix: Marketing Models Analysis
Marketing strategies/models
In this objective I will be analysing the different marketing models and evaluating their reliability. The marketing models I will evaluate will be
SWOT and PEST analysis, the product life cycle, the Boston
Matrix and the Ansoff Matrix.
SWOT and PEST analysis
In the previous objective, I analysed SWOT and PEST of Cadbury. These enabled me to gain insight into the external and internal influences that
may arise which may either be beneficial or cause problems for the launch of my product.
Product life cycle
The product life cycle shows the sales of a product over time. To be able to market a ... Show more content on Helpwriting.net ...
However, at this stage, there are many competitors with similar products and Cadbury must be careful the products don't become saturated and
then, like the fuse bar, be declined. My product will be in the introduction stage of the product life cycle. I will expect sales to be slow because
there will be limited knowledge of the product, although Cadbury do have high customer loyalty. The product will hopefully move into the
growth stage where the sales will rise rapidly.
Extension strategies
There are various ways in which Cadburys can extend the life of a product. Changing one of the 4P's is the method that is often chosen.
Promotion of the product would be the first to be changed to increase slow sales. Releasing a new advertisement, for example, will often boost
the sales, but other methods include aiming the same product at a different area of the market. For example Cadburys may aiming a product
initially aimed at children for adults by producing larger bags. Cadburys may also try placing competitions on the packaging of the product, as
this will encourage people to buy the product.
Cadburys showed this technique early last year when they took Buttons, which was struggling and brought out Giant Buttons, aimed at an older
target audience. Dairy milk has also been used in several ways to extend the life cycle. Dairy Milk offers chocolate from Buttons up to
2kg blocks to suit all occasions. There are also

The Boston Matrix A Product Portfolio
Business that provide a wide range of products and services should regularly study their product portfolio. According to Lewis and Trevitt (2007)
a product portfolio may be defined as "the range of products sold or produced by a business". Businesses who strive for success should regularly
study their product portfolio as it could show where the firm stands within the market, this would help a firm decide whether a product or service
should be introduced or whether it should be taken off the market (Wolinski, and Coates,2015; 184). A way to analyse a product portfolio is
through the use of the Boston matrix a tool that analyses "the position of a firm's products in terms of their market share and the growth of the
markets they operate in" (Surrdidge, Gillespie; 2002:66). For this assignment the Boston matrix will be analysed and evaluated. By first looking
in depth at the Boston matrix, then by exploring the different components of the Boston matrix, and finally determining its usefulness for any
business. The Boston matrix could be seen as a 2x2 matrix that consists of 4 different divisions also known as: stars, cash cows, the problem child
and dogs Scholes, and Johnson (2001). The x–axis of the matrix shows the market share compared to the largest competitor and the y–axis shows
the growth in the market (Lewis, and Trevitt, 2007:137). McDonald (2007:211) explains that products and services are evaluated by market share
because it would indicate whether the product or

Sample Resume : Box D
KEY PLAYERS– a) 1.Shareholders including investors, owners, partners, directors, people owning shares or stock, banks and anyone having a
financial stake in the business b) 2. Employees including temporary and permanent staff and managers. KEEP STATISFIED a) Customers
including clients, purchasers, consumers and end users– b) Suppliers including manufactures, service providers, consultants and contract labour
c) Joint Collaborators KEEP INFORMED a) Society including people in the local community, the global community. MINIMAL EFFORT a)
Government The relationships PSA have with the stakeholders in box C, which is keep satisfied will be the most difficult to manage since, whilst
they are considered to be relatively passive, largely due to their indifference to the proposed strategy, a disastrous situation could arise if their
level of interest was underrated. In this case they would shift to box D, which is key player. The acceptability of the proposed strategy to the
current players in box D is a key consideration. The Peugeot clearly need to have open discussions with these stakeholders. By comparing the
position of stakeholders in mapping Figure 4 and identifying any changes and mismatches, PSA could establish a number of tactics to change the
stance of certain stakeholders to a more positive one and to increase the power of certain stakeholders. For example, customers could be
encouraged to champion the proposed strategy and assist PSA by providing media access, or

The Boston Matrix A Product Portfolio
Business that provide a wide range of products and services should regularly study their product portfolio. According to Lewis and Trevitt (2007)
a product portfolio may be defined as "the range of products sold or produced by a business". Businesses who strive for success should regularly
study their product portfolio as it could show where the firm stands within the market, this would help a firm decide whether a product or service
should be introduced or whether it should be taken off the market (Wolinski, and Coates,2015: 184). A way to analyse a product portfolio is
through the use of the Boston matrix a tool that analyses "the position of a firm's products in terms of their market share and the growth of the
markets they operate in" (Surrdidge, Gillespie; 2002:66). For this assignment the Boston matrix will be analysed and evaluated. By first looking
in depth at the Boston matrix, then by exploring the different components of the Boston matrix, and finally determining its usefulness for any
business. The Boston matrix is a 2x2 matrix of 4 cells each sell includes a component: stars, cash cows, the problem child and dogs Scholes, and
Johnson (2001). The x–axis of the matrix shows the market share compared to the largest competitor and the y–axis shows the growth in the
market (Lewis, and Trevitt, 2007:137). McDonald (2007:211) explains that products and services are evaluated by market share because it
indicates whether the product or service generates any cash–flow,

The Ansoff Matrix: Strategic Choice And Strategy Analysis...
According to Porter, systems permit associations to increase upper hand from three unique bases: cost administration, separation, and core
interest. Watchman calls these bases non specific procedures. Fetched administration underlines delivering institutionalized items at a low for
each unit cost for shoppers who are value touchy. Two option sorts of cost administration systems can be characterized. Sort 1 is a minimal effort
technique that offers items or administrations to an extensive variety of clients at the most reduced cost accessible available. Sort 2 is a best–
esteem procedure that offers items or administrations to an extensive variety of clients at the best value esteem accessible available; the best–
esteem technique intends to offer clients a scope of items or administrations at the most minimal cost accessible contrasted with ... Show more
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Strategic Choice and Strategy Evaluation:
The Ansoff framework gives the premise to an association's target setting process and sets the establishment of directional strategy for its future
(Bennett, 1994). The Ansoff matrix is utilized as a model for setting targets alongside different models like Porter grid, BCG, DPM network and
Gap examination and so on. The Ansoff matrix is likewise utilized as a part of advertising reviews (Li et al, 1999). The Ansoff network involves
four conceivable item/advertise blends: Market Penetration, Product Development, Market Development and Diversification (Ansoff 1957,
1989).
Source: Ansoff (1957, 1989)
A business can utilize item portfolio investigation to create incorporated arrangements for its items. The generally utilized "item advertise
network" relates conceivably new exercises and additionally existing exercises as far as freshness in item and business sector. This device is for
the most part utilized for comprehension the general classes in selecting new item and new market exercises. As per Ansoff, the matrix is shown
as

Marketing Design And Innovation : Questions Essay
Marketing Design and Innovation
Contents
Introduction and Context of the report 4
Task One 5
1 The benefits and value derived by the clients or customers or recipients 5
1.1 SMART analysis 5
1.2 SWOT analysis 7
1.3 Ansoff growth matrix: 8
1.4 Cost– benefits analysis: 9
1.5 Benefits in general: 9
2 Highlight the challenges of the ideas: 10
2.1 Porter's five factor analysis: 10
2.2 SWOT analysis: 12
2.3 Challenges regarding marketing strategies: 12
2.4 Challenges regarding marketing mix: 13
2.5 Challenges in general: 14
Conclusion: 14
References: 16
Introduction and Context of the report
Pen–drive, now–a–days, is very important and significant device to carry data and other types of media. With the demand of the customers and
the inconvenience of carry data or only a small file through floppy drive the idea of pen–drive has come to the developers mind. So, it is the
contemporary product that replaces the usage floppy drive and caters the demand of present customers. The only problem is its connectivity
system with other devices. If the pen–drive can be connected with the present USB system as well as it can be added with Bluetooth connectivity
system to establish connection also with smart phone, tablets, smart TV, Laptop and other devices with the use of Bluetooth. It will be easy and
convenient for the use of Pen–drive if the Bluetooth facilities will be ensured. So, in this assignment the details analysis of the benefits and values
derived by the

P1 P2 Unit 3 Introduction to Marketing
According to, the Ansoff Product–Market Growth Matrix is an instrument in marketing that was developed by Igor Ansoff. In the Ansoff matrix,
it allows the marketers to look at different ways to grow the business through existing products and markets and new products and markets.
Moreover, the matrix is composed of four various strategies:
– Market Penetration– market penetration is composed of existing products and markets, it occurs when an organisation enters an existing market
with current products and services.
– Product Development– product development is composed of existing markets and new products, it occurs when an organisation with a current
or existing market undertakes a strategy of creating a new product which provides ... Show more content on Helpwriting.net ...
This shows that a product development strategy for entry into a new market is successful; it may lead the company into introducing more
innovative products into the same market or parallel markets, such as in the introduction of iPhone into the smart phone market, and most
recently the iPad into the slate PC market.
Apple's branding strategy focuses mainly on emotions. It centers on a person's lifestyle, imagination, his passion, hopes, dreams and aspiration,
and lastly empowering the people through technology. The Apple brand personality emphasizes on making people's lives easier and it is a
company with a genuine connection with its customers. Apple try's to brand the business around customers; every aspect of the customer
experience is relevant. Every contact with the customer must be a reinforcement of the brand's values.The brand is currently expanding by
opening retail stores in high–end shopping districts in major cities around the world. The brand provides expert staff to selected stores; it has
formed alliances with other companies to distribute its products (like with HP for example, who pre–loaded iTunes into its PC's and laptops). The
brand has also increased its accessibility through the expansion of its online stores.Through its retail stores, Apple is able to offer customers a
direct

Ge Matrix
The GE matrix is an alternative technique used in brand marketing and product management to help a company decide what product(s) to add to
its product portfolio, and which market opportunities are worthy of continued investment. Also known as the 'Directional Policy Matrix, ' the GE
multi–factor model was first developed by General Electric in the 1970s. Conceptually, the GE Matrix is similar to the Boston Box as it is plotted
on a two–dimensional grid. In most versions of the matrix: * the Y–Axis comprises industry attractiveness measures, such as Market Profitability,
Fit with Core Skills etc. and * the X–Axis comprises business strength measures, such as Price, Service Levels etc. Each product, brand, service,
or potential ... Show more content on Helpwriting.net ...
* Two – Answer the question, What makes this market so attractive? * Three – Decide on the factors that position the business on the GE matrix.
* Four – Determine the best ways to measure attractiveness and business position. * Five – Finally rank each SBU as either low, medium or high
for business strength, and low, medium and high in relation to market attractiveness. Now follow the usual words of caution that go with all
boxes, models and matrices. Yes the GE matrix is superior to the Boston Matrix since it uses several dimensions, as opposed to BCG 's two.
However, problems or limitations include: * There is no research to prove that there is a relationship between market attractiveness and business
position. * The interrelationships between SBU 's, products, brands, experiences or solutions is not taken into account. * This approach does
require extensive data gathering. * Scoring is personal and subjective. * There is no hard and fast rule on how to weight elements. * The GE
matrix offers a broad strategy and does not indicate how best to implement it. http://www.quickmba.com/strategy/matrix/ge–mckinsey/ | | | home |
| site map | | login | | Client Login | User Name | | | Password | | | | | |

The BCG Designing Strategies
The BCG MATRIX and CORRESPONDING STRATEGIES Student: Brandi Lemessy Student No: 307000227 Business Strategy and Policy
MGMT3031 E–tutor: Ingrid Campbell 29th March 2016 QUESTION 1. Identify the four quadrants/business units of the BCG Matrix and
provide a brief explanation of each. INTRODUCTION The Boston Consulting Group (BCG) Matrix is a planning tool used by senior
management or corporate level members of the company to determine what priorities should be given to the product portfolios of the company's
profit centers or strategic business units. The findings of the growth share matrix thus helps a company to decide which product offerings to
invest in, keep or sell as well as assisting companies to determine the best strategies to use to achieve its goals. The BCG Matrix thus divides the
company's product portfolios into a four square matrix, with the product offerings falling into one of the following categories of Stars, Question
Marks, Cows or Dogs. THE FOUR QUADRANTS OF THE BCG MATRIX The four categories or quadrants of the BCG Matrix is as follows:
Stars ... Show more content on Helpwriting.net ...
It is possible for companies to turn stars into cash cows. In order to achieve this they need to become more efficient in their production, their
distribution and getting their raw materials at the lowest possible costs. Companies may seek to control these external environments by choosing
a corporate strategy of Vertical Integration. Vertical integration Strategies include forward, backward and horizontal integration. Forward
integration is where the companies gain control over retailers or distributors. Backward integration describes a process by which companies gain
control over its suppliers and horizontal integration is where the company gains control over its rival firms or competitors. These strategies
therefore require large investments for growth into a cash

Ansoff Matrix: Product Growth And Market Growth Strategy
Ansoff Matrix It is a market planning tool that helps the business in deciding the product growth and market growth strategy. This matrix
suggests that the business attempts to grow depends on the market, whether they produce existing products or new products. This matrix is
developed on series of growth strategies that shows the direction for the business strategy. Figure 6 Market penetration It can be otherwise called
as growth strategy in which the business focuses on selling and distributing existing products to the existing markets. Market penetration peruses
to attain 4 main objectives;  Maintaining and increasing market share for the current products by competitive pricing, advertising and
promotion.  Secure authority and power ... Show more content on Helpwriting.net ...
It is also known as what firm has to gain over its rivals. This arises from the use of generic strategy that best fits into the organizations
competitive environment. The key drivers of competitive advantage is the cost leadership and differentiation product. Competitive strategy is the
means by which the organization seek to achieve and sustain competitive advantage. Porters identified the four strategies to achieve competitive
advantage. 1. Cost leadership: this is about gaining superior profits through lower cost. This strategy concentrates on aiming to become the lowest
cost producer in the industry through economies of scale. This strategy allows the company to compete on prices with other producers and gain
high profits. Here, company's focus is onto cost reduction. In addition competitive advantage is gained by reducing costs. Cost leadership is based
on efficiency to reduce cost, effectiveness of knowing what is important and what is not important to customers. This strategy will work only in
markets where customers are price sensitive. Below are some sources of cost

Bcg Matrix
International Marketing – 3rd Assignment Portfolio Analysis Region 4 (Italy) June 2011 1 Portfolio Analysis – The BCG Matrix The BCG
Matrix is a market growth–market share matrix developed by the Boston Consulting Group, which is used to support strategic decisions in order
to optimize a business portfolio with regard to new, old, innovative or established products and/or strategic business units (SBU). Its underlying
theories are the experience curve as well as the product life cycle. Having classified its strategic business units, a company can develop its
individual strategies for each of these SBUs. Future decisions include how to allocate investments on the SBUs, analysis about whether the
respective products are still ... Show more content on Helpwriting.net ...
Decisions for Period 4: – ongoing increased advertising spending because of high competition within our market – a market growth is forecasted,
therefore we continue to invest moderately to keep our market leader position France: Question Mark We entered the French market by
purchasing an established sales organization in period 2. Due to substantial investments in advertising ,we were able to keep the sales
organization's market share of around 9%. We have a good position in the utterly competitive market Decisions for Period 4: – with further
investments in advertising and an expected market growth of 3,9% it is realistic to expect a gain on market share  we follow the Offensive
Strategy as we consider it being a promising SBU Germany: Poor Dog We entered Germany by creating our own sales organization in Period 2.
We are still in the start up phase of our operations. Our market share corresponds to the medium size of the sales organization and we face strong
competition. Decisions for Period 4: – due to expected market growth of almost 9%, we expect our SBU to become a question mark in period 4 
we are not following Divestment Strategy – ongoing investments in advertising , corporate identity and training to increase market share and
brand awareness Decision for BCG in Current Portfolio Advantages: – simple application – objectivity – sizes quantifiable Disadvantages:

Ansoff Matrix
Module: Betriebswirtschaftliche und volkswirtschaftliche Grundlagen Subject: Einführung in die Betriebswirtschaftslehre Semester: 1 semester,
SS 2015 Module Leader: Prof.Dr.Dirk Gunther Trost Assignment title: ANSOFF MATRIX 08/04/2015 Tanju Colak AccountID: 70446465 1
Tanju Colak (70446465) – Betriebswirtschaftliche und volkswirtschaftliche Grundlagen 1. Introduction In 2003, the author Lynch suggested
that the Ansoff Matrix describes the market and product choices available to a company. In this context products may be determined as items sold
to customers and markets as customers. In some cases, the Ansoff Matrix is also defined as the market and product matrix. With the help of this
instrument, companies can also ... Show more content on Helpwriting.net ...
3.2. Product development Another strategy for companies is to develop and provide new products within the same market. This means that the
option of product development occurs when a company develops new products and then provides these within the existing marketplace. It is
important to note that minor changes in existing products are not meant by new product development. This strategy only relates to new products
(Lynch, 2003). In 1998, Watts et al argued that product development involves a certain risk within a market that is already used to an existing
product. In this case, the Apple iPod is an excellent example. Prior to its positioning on the market, some consumers listened to music on the disc
man. There were no devices that enabled consumers to listen to music without a compact disc. Due to this lack of alternatives on the market,
Apple developed their innovative product, which allowed consumers to carry their music on a digital device. 3.3. Market development Market
development is recommended by Ansoff to companies that strive to provide an existing product on a new market. This option often entails the
sale of existing products in new geographical markets by implementing different product dimensions or developing various pricing strategies
(Proctor, 2000). The main target of this strategy is to entice new customers by convincing them of the existing product (Ansoff, 1984). A good
example associated with this strategy

Analysis Of Porter 's Five Forces
Porter's Five Forces
The Treat of Entry
The children's–products and services industry is one of the highly profitable sectors in the UK because the total UK children's wear market alone
worth around £5.91billion in 2011 with a 6.5% growth from the previous years (keynote 2011). This shows that markets such as these are highly
profitable and they can attract new firms easily; on the other hand it can decreases the profitability for all firms within the market and then creates
a higher level of competition. the threat of entry is largely dependent of the barriers to entry within the market itself. Generally when volume of
production increases, the average cost per unit decreases with economies of scale. One of the barriers of entry for Mothercare and its competitors
is the economies of scale which they can exploit in order to provide lower prices to consumers or generate higher profits. Therefore, in order for a
company to compete directly with Mothercare, it would need to have enough capital to produce goods at near the same volume than the market
leaders. But Tesco PLC and other large supermarkets were able to penetrate and become strong competitors in the market because of the large
capital they have. Also, In 1990 ASDA launched its 'George' (Brand republic 2006) range and was instantly able to provide quality clothing at
cheap and affordable price because they had many outlet and capital which gave them advantage of large economies of scale. The Bargaining
Power of

1. Critically Analyse the Relative Merits of the Strategic...
1. Critically analyse the relative merits of the strategic marketing planning tools offered by Porter, the Boston Consulting Group and Ansoff. Use
a different marketing example for each tool to illustrate your understanding.
Strategic marketing involves the management of the process of determining the marketing strategy that is to be followed, and of making sure the
strategy is followed correctly, in order for a firm to successfully compete against its rivals; it can be defined as "a systematic approach to a major
and increasingly important responsibility of...management: to position and relate the firm to its environment in a way which assures its success
and makes it secure from surprises" (Ansoff, 1990).
In an attempt to assist ... Show more content on Helpwriting.net ...
In addition, the BCG Matrix also identifies those products that demand heavy investment in return for relatively low market share ('Question
Marks') and thus need further investment and attention to turn them into 'Stars' or need to be sold. Finally, a product can also be classified as a
'Dog'. 'Dogs' are products which take up little attention or investment but hold minimal market share and show little sign of market growth.
Products that fall into this category rarely show signs of turn–around when injected with invested, and in most cases are better off being sold or
liquidated (Stern et al, 2000). Taking The Coca Cola Company as an example, Diet Coca Cola would be classed a 'Cash Cow', Relentless energy
drink would be 'Star', whereas Powerade Zero would be a 'Question mark'. 5Alive juice drink would most likely be classed as a 'Dog'.
As products follow the stages of the Product Life Cycle, they may well switch categories within the BCG Matrix, between low and high growth.
A balanced product portfolio, including high and low growth products is essential to maximise an organisation's revenue:
"Only a diversified company with a balanced portfolio can use its strengths to truly capitalize on its growth opportunities. The balanced portfolio
has:
* stars whose high share and high growth assure the future; * cash cows that supply funds for that future growth;

General Mills BCG Matrix Essay
BCG Matrix Analysis on General Mills Canada
General Mills is a company that has many brands in the food industry, however, they are more famously known for their individual brands. Their
primary brands include Cheerios, Nature Valley, Pillsbury, Green Giant, Old El Paso, Hamburger Helper, Betty Crocker and Yoplait (General
Mills Canada). When these brands are organized into different categories, General Mills' product mix is the result. Taken right from General Mills
Canada website and how they organize their brands for consumer friendliness, their product mix includes: baking products, cereals,
dough/pastries, fruit, ice cream, meals, organic/natural, pasta, pizza, snacks, soup, vegetables, and yogurt. Each individual type in the product ...
Show more content on Helpwriting.net ...
For a complete 8–year trend of cereals net sales, refer to Appendix D, which also shows a stable trend with very few fluctuations.
The Dog
In the BCG Matrix, dogs are also known as the products that "break–even" and generate only enough cash to cover the market share. The meal
product line in General Mills can be identified with the dog. Based on the company's 2014 Annual Report, it can be seen that meals have a
relatively low market share of about 14%–15% (refer to Appendix A and B). However, what is shocking is that it has the lowest expected growth
at about 5% (refer to Appendix C). Due to the fact that it does not have as a high a market share as cereals, the meal product line is identified with
the dog. The meal product line is also relatively new for General Mills, however, it was introduced into a relatively established market. According
to an article by The MinnPost, it reveals that General Mills did not introduce the meal product line until 2013. This is relatively late in the market
since there are other companies that have ready–to–go meals since the 1980's.
The Question Mark
A question mark in the BCG Matrix identifies the product that has most potential to grow; however, it is currently at a low market share stage.
The organic / natural product line from General Mills' fits this definition better than other products. To clarify, the organic / natural product line
consists of vegetables and some

Ansoff Matrix Essay
We will now analyze the corporate–level strategy of Patanjali using the Ansoff Product and Market Growth Matrix. There are four components of
Ansoff Matrix – market penetrations, market development, product development and diversification and we will discuss each of them in detail
below.
a) Market Penetration: It focuses on expanding sales of the existing product in firms existing market. This can be achieved by a combination of
pricing strategy , sales promotion and marketing and the objective of the firm is to be the dominant player in that market by driving out the
competitors and increasing the loyal customer base. This would make it less risky and require less market research for the firm to expand as it can
utilize its existing resources ... Show more content on Helpwriting.net ...
This strategy requires the firm to develop products appealing to existing markets and the business will have to develop new competencies. This
strategy emphasis on research and development, market research on customer needs and innovative ideas. This usually happens if the firm has a
huge customer base and the market for existing product is reaching saturation and thus market penetration strategy could not be applied. Patanjali
in its part focused on quality, purity and affordability and the followers of Baba Ramdev formed its core set of customers. Patanjali started
making amla (gooseberry) juice which happened accidently. A group of farmers don't know what to do with excel gooseberries as the price was
very low and there was not much demand. At that Patanjali introduced this new drink – 'Amla Juice' to the market which was an instant hit. The
introduction of new product was little riskier as they didn't knew how the product would be accepted by the customers, but after the drink became
hit, they introduced various varieties of juices likes Aloe Vera Juice, Hing digestive golis and also personal care products like shikakai, sherbets
and spices that Indians otherwise shopped at gramudyog outlets. They also plan to introduce other products from baby care to garments and from
bio–fertilisers to healthy food, and also organic cotton

Barnes & Noble Business Analysis
In the age of modern technology, brick–and–mortar businesses are struggling to compete with the convenience of the internet. These companies
must adapt and evolve to stay relevant in tomorrow's marketplace. For instance, according to Hall & Gupta (2010), Barnes & Noble, once known
as the largest seller of books around the globe, has faced similar challenges. The internet phenomenon, significantly weakened the company's
competitive stronghold over their competition. Barnes & Noble (B&N) must join forces to survive the pendulum swing in the book industry. This
paper will apply the Grand Strategy Matrix (GSM) and Boston Consulting Group (BCG) Matrix to identify grand strategies that Barnes and
Noble should follow. Grand Strategy Matrix ... Show more content on Helpwriting.net ...
BCG Matrix. Reprinted from All About the BCG Matrix. 2015. Retrieved from http://www.thebcgmatrix.com/bcg–matrix–theory/bcg–matrix–
overview/. According to Holzer (2013), a company can use the BCG Matrix projections of market growth and market share to maintain a
balanced portfolio. Their strategic goal is to that it always have money, leverage or 'milking' its proven products, develop new products, and seek
new markets. Products are plotted on the BCG Matrix as: (1) stars, (2) cash cows, (3) question marks, or (4) dogs. Stars are in the upper left–
quadrant, which are products in high demand. They are market leaders that require large amounts of cash to maintain their competitive posture.
Stars generate large amounts of cash and should be given the resources needed to defend their current market share. If their market share stays
strong over a long period of time, these items will eventually become cash cows. Cash cows are in the lower– left quadrant are cash cows, which
are the foundation of an organization's portfolio. Cash cows normally generate a lot more cash 'milking', than it takes to maintain their market
share in a low–growth market. These products are self–sustaining and the business should consider investing these profits into question

Marketing Analysis Using Bcg And Ansoff Matrices
Marketing Analysis Using BCG and Ansoff Matrices
Name
Institution
Marketing Analysis Using BCG and Ansoff Matrices
Introduction
BCG matrix is also referred to as growth share matrix, Boston matrix, portfolio diagram or product portfolio. BCG matrix is a graph created by
Bruce D. Henderson to help corporations analyze their business units and their product lines being created for Boston Consultation Group. The
matrix help in the group allocation of resources and is also used as an analytical tool in the product management, brand marketing, strategic
management and the portfolio analysis. Market performance analysis by the firms using its principles has called for the matrix usefulness into the
question. For the use of the matrix, one plots the scatter graph so as to rank the business units and products on the market share basis and the
growth rates. The matrix uses several tools in the analysis process, and these are cash cows, dogs, question marks and stars.
In the cash cow tool, a company is analyzed to have a big market share in a slow–growing industry. The unit typically generates excess cash in
the amount needed for the business maintenance. They are regarded as boring and staid in a mature market yet many corporations always value
owning them because of their cash generations. They are milked continuously with the least investment available since the investment is the
waste in the low industrial growth. The dogs are more charitably referred to as pets.

Primark Strategic Marketing Audit
Primark
Strategic Marketing Audit
ARTD3039–26820
25613537
Image One
Primark Facebook
Image Two
Primark Facebook
ontents
1. Executive Summary
2. Brand Introduction
3. Brand Onion
4–5. The Consumer
6–7. Internal Analysis
8. Promotional Strategy
9. Price Strategy
10. Product & Price Hierarchy
11. Product Strategy
Appendix
12. Distribution strategy
24. Brand Identity Prism
14. The Competition
15. Brand Positioning Map
16–17. H&M
18–19. Financial Analysis
25. Rogers Theory of Innovation
26. Consumer Segmentation Table
27. Ansoff's Matrix Theory
28. H&M SWOT Analysis
29. Like for Like Comparison
20–21. External Analysis
30. PESTLE Analysis
22–23. Objectives
31–32. Bibliography
This marketing audit will critically analyse the ... Show more content on Helpwriting.net ...
Consumer A
'60% of Primark sales revenue comes from outside the UK. Most of Primark customers are from Europe and the Arab
Nation, with a marginal amount coming from the B.R.I.C Nation,' BBC.
The predominantly female consumer base craves economical, accessible fashion. They conventionally shop in bulk a few times a month or a few

times a week for selective products.
(For Roger's Theory of Adoption see
Appendix Two)
Three consumer types have been identified within Primark.
Consumer B
Consumer C
16–23
24–35
35+
In current education of college, A–Levels or Undergraduate degree
Working professionals and potentially parents
Mainly parents and parttime workers
Purchase less frequently but more in transaction
Mid–low income who want value for money
Early adopters of trends
Tend to buy in bulk and matching outfits
Very digitally savvy with the latest technology
Has few financial outgoings– When they have money these consumers are less thoughtful about the price
Living in busy towns or cities Large demand for innovation and fast fashion
–4–
Mid–High income
Purchase for practicality and long durability
Will shop in many departments within the brand
Less conscious about up to date fashionability
Early/Late Majority
Childrenswear appeals mostly Not conscious about fashionability, more about durability Not digitally aware, but want quick and easy access Late
majority/Laggards
Consumer A is the prime segment that Primark target.

Bcg Paper
Strategic Management
BCG Matrix
Written by :
Afringga Qurani A.S. (008201100114)
Dery Apriani S. (008201100033)
Firdausi Fananiar (008201100086)
Mutmainnah Hauliyah (008201100120)
Putri Azizah S. (008201100023)
Rizqi Mulia Raya (008201100106)
Lecturer : Mr. Irfan Habsjah
Class : Accounting 2
President University
Jababeka Education Park, Jalan Ki Hajar Dewantara, Cikarang – Bekasi 17550
BCG Matrix
Definition of BCG Matrix
Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA in 1970, to help corporations with
analyzing their business units or product lines. This help the company allocate resources and is used as an analytical tool in brand marketing,
product ... Show more content on Helpwriting.net ...
If the question mark does not succeed in becoming the market leader, then after perhaps years of cash consumption it will degenerate into a dog
when the market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment
required to grow market share.
Stars are units with a high market share in a fast–growing industry (High Market Share / High Market Growth). The hope is that stars become the
next cash cows. Sustaining the business unit's market leadership may require extra cash, but this is worthwhile if that's what it takes for the unit to
remain a leader. When growth slows, if they have been able to maintain their category leadership stars become cash cows, else they become dogs
due to low relative market share.
As a particular industry matures and its growth slows, all business units become either cash cows or dogs. The natural cycle for most business
units is that they start as question marks, then turn into stars. Eventually the market stops growing thus the business unit becomes a cash cow. At
the end of the cycle the cash cow turns into a dog.
The overall goal of this ranking was to help corporate analysts decide which of their business units to fund, and how much; and which units to
sell. Managers were supposed to gain perspective from this analysis that allowed them to plan with confidence to use money generated by the
cash cows to fund the stars and, possibly, the question marks. As the

Discussion about the Growth Strategies Available to...
Growing a business is the process of having a greater market share by increasing customer base, thus increasing revenue, having more
employees, and larger premises. Growth strategies are the theories to which a business may utilize to attempt to grow their business. The theories
I will be discussing are evolutionary, classical, Schumpeter and mergers & acquisitions. Overview There are two types of business growth,
organic, and inorganic. Organic growth Organic growth is the process of expanding a business using internal sources. Retained profit is an
example of funding for growth. Another method of Organic growth is through private finds, such as the owner's personal savings. Marks and
Spenser's growth is primarily organic; ... Show more content on Helpwriting.net ...
This is allowing their business to grow even further by selling more products where they wouldn't have otherwise sold. 4 – Diversification
Diversification is when an entity markets a new product to new markets. An example of this is a app company creating a new revolutionary app,
this is a company creating a new product in a field that it understands. Another example is when a business launches into a new market that it isn't
specialized in or, for example Google is creating a contact lens for diabetes patients to monitor their sugar level. Google is launching into two
new markets, first is contact lenses, second in health care/ diabetes, and the third market is one they know well and are specialized in, technology.
The Ansoff matrix is a tool that helps businesses decide their product and market growth strategy. The Ansoff matrix looks at market change and
technical change on the two sides and helps act as a framework to companies to evaluate whether they should be looking for new markets or new
products. Disadvantage of Ansoff The Ansoff matrix is just a tool to help the business look at the markets and their products, it is very simple and
doesn't take into account the external environment. For example it doesn't give the business any market research into if the product will be
successful or not. The Ansoff matrix is most effective when its combined

Examples Of Ansoff Matrix
Market Strategy
In order to determine company's future growth, Ansoff Matrix (1957) has been used as a strategic planning tool by assessing risk from Product
and Market scopes. The figure below shown the four alternatives of Ansoff matrix. The two most appropriate strategies for Sin Yoon Loong is
market penetration and market development. Market Penetration, which is improve the sales of product to the existing customers who age range
from 35 years old and above. On the other hands, Market Development involves selling the existing products to the new market segments, which
is the Malaysian young coffee drinkers who are aged range from 20–30 years old. Both market penetration and market development strategies
seem to be solved to retain and ... Show more content on Helpwriting.net ...
The program, called MyCofe Experience will be introduced and in order to exceed customers' expectation. In the program on MyCofe
Experience, every customer will be greetings with Welcome when they enter to the coffee shop. Staff will help to describe the product of MyCofe
with menu order to the customers who are not familiar with them. Also, in order to improve customer intimacy, staffs are advised to write
customer's given name on the coffee cup and calling customer name politely for drinks collection. Customer Intimacy helped to build customer
loyalty for the long term (Michael & Fred, 1993). The company encourages employees to create a close relationship with each customer by
greeting them while they enter to the shop, introduce and brief them regarding to the product, close to the customers by calling their name
politely, knowing and remember their preferences. Kotler (2008) stated that in order to create customer satisfaction and value, the company
should offer higher than customer expectation and customer satisfaction, which can be created via building valued relationship with its customers.
Employees are playing a very important role in this program, therefore, motivation's program will be introduced to motivate employees with
recognition, promotion opportunity and best employee

Essay on BCG Matrix
1.1 SUMMARY OF THE CASE STUDY OF GASCOYNE GOLD Tropical Cyclone Steve has dumped so much rain in the northwest, which
makes the Gascoyne River has broken its banks and tens of thousands of tons of rich red topsoil has been washed out to the sea. This has made
their soil and their crops as well as irrigation lines and the year's profits have washed away from the growers, which causing them to have huge
losses that cost millions of dollars. After that, the growers are back in their business again and then they formed a group named as Gascoyne
Gold. Gascoyne Gold has been formed with 7 shareholders, which they have invested more than $1 million, setting up a state of the art
processing and packaging facility. Before they have ... Show more content on Helpwriting.net ...
The BCG also allows a multidivisional organization to manage its portfolio of businesses by examining the relative market share position and the
industry growth rate of each division which related to the other divisions in the organization. The BCG model is based on the product life cycle
theory which can be used to determine which one of the product should be given the priority in the product portfolio of a business unit. It is
usually based on the observations towards the company's business units that it can be classified into four categories based on combinations of
market growth and market share relative to the largest competitors that brings the name of "growth–share". As to make sure that the long–term
value creation is made, the company should have a specification of the products which contains both high–growth products in need of cash inputs
and low–growth products that generate a lot of cash. The BCG matrix portrays the perspective of the product portfolio, which is the growth–share
matrix. This framework of tool categorizes products within a company's portfolio or within the business units as stars, cash cows, dogs, or
question marks according to growth rate, market share, and positively or negative cash flow. By using positive cash flows a company can
capitalize on growth opportunities. From this analysis, it can be seen that the products that is growing

Bcg Paper
Strategic Management BCG Matrix Written by : Afringga Qurani A.S. (008201100114) Dery Apriani S. (008201100033) Firdausi Fananiar
(008201100086) Mutmainnah Hauliyah (008201100120) Putri Azizah S. (008201100023) Rizqi Mulia Raya (008201100106) Lecturer : Mr. Irfan
Habsjah Class : Accounting 2 President University Jababeka Education Park, Jalan Ki Hajar Dewantara, Cikarang – Bekasi 17550 BCG Matrix
Definition of BCG Matrix Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA in 1970, to
help corporations with analyzing their business units or product lines. This help the company allocate resources and is used as an analytical tool
in brand marketing, product management, strategic ... Show more content on Helpwriting.net ...
Once it becomes a star, it is profitable. BCG Matrix is helpful for managers to evaluate the balance in the firm's current portfolio of Stars, Cash
Cows, Question Mark, and Dog. BCG Matrix applicable to large companies The model is simple and easy to understand It provides a base for
management to decide and prepare for future actions. Limitation of BCG Matrix The BCG Matrix produces a framework for allocating resources
among different business units and makes it possible to compare many business units at a glance. But BCG Matrix is not free from limitations,
such as– 1. BCG matrix classifies businesses as low and high, but generally businesses can be medium also. Thus, the true nature of business may
not be reflected. 2. Market is not clearly defined in this model. 3. High market share does not always leads to high profits. There are high costs
also involved with high market share. 4. Growth rate and relative market share are not the only indicators of profitability. This model ignores and
overlooks other indicators of profitability. 5. At times, dogs may help other businesses in gaining competitive advantage. They can earn even
more than cash cows sometimes. 6. This four–celled approach is considered as to be too simplistic. Implementation of BCG Matrix PT Sony
Indonesia PT Sony Indonesia conducts sales activities to consumers in Indonesia. Famous products of PT Sony Indonesia issued VAIO
(notebook), PlayStation,

Analyse The Streingths and Weaknesses Of The Boston...
In this essay I will look at the strengths and weaknesses of using the Boston Matrix to help make decisions in business. I will first briefly explain
the Boston Matrix and then analyse its effectiveness as an aid to making a marketing strategy.
Like Ansoff's matrix, the Boston Matrix is a well known tool for marketing managers. It was developed by the large US consulting group and is a
way that a business can compare all of its products. The two aspects it looks at are market share (relative to that of competitors) and market
growth. To use it you would look at all of your products and sort them into 4 categories, stars (products with a high market growth and a high
market share), cash cows (high market share in a market with little ... Show more content on Helpwriting.net ...
There are several advantages and disadvantages of using the Boston Matrix to help make decisions like this...
Firstly, there is a common assumption that a high market share will automatically mean high profitability of a product. This isn't always the case,
as the costs of development of a product must be taken into consideration. For example, when Boeing launch a new jet, yes they have a high
market share but they still must cover the extremely high development costs. Although jets are a very specialised product, it is the same for other
more simple products as a large chunk of a companies resources go on design and research. Also, at the launch of a new product lots of money
must be spent on advertising to ensure that the product does get the market share it wants. The good thing about this is that if this risk is
undertaken, the product may in the future become a cash cow and the companies will be able to reap the benefits and the product will be able to
support new products. Do you see the cycle that the products follow?, this all links very closely with the product lifecycle. Of course a company
should not just assume that a product will follow this cycle, there is no guarantee that a product will follow this cycle and a marketing department
would be stupid to assume that a product will. This is another problem with using the Boston Matrix to make decisions (as it is a problem with all
other aspects of marketing), that markets just aren't that predictable.

The Mission Of An Strategic Service Units
As health care has traveled down the path of accountability patient focused care has been aligned with reimbursement payments. In order to be
successful health care organizations are striving to, such as the VA, have interdependent programs that can often make it difficult to define the
strategic service units. The extended portfolio matrix analysis is a useful substitution when there is are restrictions in evaluating the strategy with
the BCG method. In an expanded approach to a portfolio analysis consideration is made to the product, service, business line profitability. This
approach also contemplates the market share and growth in order to identify the appropriate strategies. 1. Shining Stars are an aggressive
enhancement or ... Show more content on Helpwriting.net ...
4. Faithful Dogs represents a low market share, low growth, high profit. By utilizing a status quo or retrenchment strategy it is likely that the
profitability may decline over an extended period of time, or there may be an harvesting or divestiture strategy may be employed. (Ginter,
Duncan, & Swayne, 2013, pp. 270–272) The extended portfolio matrix analysis is a dimensional cube versus the one dimensional cube in the
BCG Portfolio Analysis graph. Found on the second dimension of the expanded product portfolio matrix is the opposite expectation of the front
matrix. These strategic placings are known as the Black Hole, Problem Child, Crash Pig, and Mangy Dog. Each plays a very specific role in the
strategic planning of healthcare. 1. Black Holes are when there is a high market share, high growth, low profit. Functional strategies when units
fall under the black hole should focus on reducing costs and increasing the revenues. 2. Problem Children are selected products or a market
developed with a strong functional commitment. Units or organizations that are problem children have a low market share with high growth and a
low profit. Divesture and liquidation is the most appropriate venture for the product units that cannot become shining stars. 3. Cash Pigs have a
high market share, a low growth, and a low profit. Organizations that utilize this strategy often give up market share with the goal of

Ansoff Matrix Model Of Ryanair
Executive Summary
Ryanair is an Irish airlines company set up by the Ryan family in 1985 with a share capital of just £1 and only 25 members of staff. Its first route
was launched in July 1985 from Waterford in the southeast of Ireland to London Gatwick. The expansion of the company started in 1986, when
the company obtained the permission to compete with the duopoly British Airways and Aer Lingus. For many years up to 1990, the financial
performance of the company which was negative, dramatically changed with the appointing of the new Chief Executive Officer Michael O'Leary.
The new management vision was to restructure the company based on the Southwest Airlines prototype business model with a culture of low–
cost / low fare. Thanks to the European Union deregulation air transport in ..., the company opened new routes and bases, increase its market
share and became the first airline in Europe to carry over 100 Million international customers in a calendar year (Ryanair,2016) due to its low
cost competitive advantage. The purpose of this report is to comment at the first part how Ryanair achieve its competitive advantage through the
RBV analysis (Barney,1991), the second part will assess its approach to the diversification through the Ansoff matrix , the third part will discuss
the company's organisational culture using the cultural web modeland last part its internationalization strategy.
1. Introduction
Through the Ryanair's case study (Eleanor O'Higgins), the aim of this

Strategic Management for Sabmiller Individual Coursework...
CONTENTS
1.0 Introduction..............................................................................................................................3
2.0 Strategic position (SWOT, PEST and PORTER)...........................................................................................3
3.0 Implications of future (BCG, Ansoff and Stakeholders) ........................................................................................5
3.1 Consumption of beer...............................................................................................................5
3.2 Growing economies.................................................................................................................6
3.3 Highly competitive ... Show more content on Helpwriting.net ...
castle lager in south Africa, snow in china and Miller Genuine and Perone Nastro.
Also it rationalise its Brand portfolio in USA 50 to 12. SABMiller's trading strategy reflects according to the report that it has ability to get
success in the developing economies, where earnings are in the soft currencies and growth potential is more due to lack of competition in less
penetrated market (i.e. most of the Europe). SABMiller usually operates in countries with rising per capita spending, as well as with growing
Gross Domestic Product higher than the world average. E.g. China little market share but marvellous development potential
SABMiller's management structure is decentralised type of management structure, its helps SABMiller to synergies its operations (i.e. local
suppliers,) in different countries. It helps to give buyers local nature of beer brands. Also helps in reduction in its distribution costs. SABMiller
mangers have got the good reputation in the global market that they are resourcefulness and have ability to work in poor infrastructure more
effectively. i.e. as they got success in growing economies. . Fragmented brewing in Asia, Africa and much of Europe is relatively positive for
SABMiller because of small scale supplier and localized breweries, which is profitable and fast expanding.
SABMiller is currently established in the markets which are

Marketing Techniques Used in Marketin Products in Barclays...
(1)INTRODUCTION I am going to describe the marketing techniques used to market products in Barclays Plc and in Diabetes UK as well as
their main activities. (1a)BARCLAYS PLC Sector by activity Barclays is a global profit making service provider that offers retail and
commercial banking,corporate and investment banking,credit cards,wealth and investment management to over 50 countries worldwide. (1b)
DIABETES UK Sector by activity Diabetes UK is the largest charity organisation in the UK that provides products and services such as
retirement,life,travel,motor and home insurances as well as care events,financial services,practical information and safety–net services for people
with diabetes,their family,carers and friends to help ... Show more content on Helpwriting.net ...
Market penetration Barclays was the first bank in the UK to introduce personal bankers, current accounts and bank loans in the late nineties to
some of its branches under a pilote scheme and now Barclays is a worldwide bank that provides these same services to more customers in this
same market. Diversification Barclays corporate offer expert teams across every sector from manufacturing and technology, agriculture, oil and
gas, healthcare, hospitality and leisure, retail and wholesale to restaurants and law firms and was the first bank to introduce industry specialisms
in various sectors. Barclays corporate gives its customers a dedicated relationship director who can structure solutions and deliver appropriate
services to boost customers businesses. (3b) SURVIVAL STRATEGY Barclays survival strategies are strategies they amend or put together to
enable the company overcome financial crisis or problems. For example, when the UK was entering into a recession, Barclaycard's sources of
income were dying up so it ramped up its televisual exposure

Pizza Hut
"Should Pizza Hut open a new outlet in Baroda?"
Word count:4059(without abstract)
Abstract
Pizza Hut is the largest restaurant chain with over 123 restaurant crossways in 32 cities. Pizza Hut is planning to open a new outlet in Baroda.
Consequently, Pizza Hut believes that they can increase their growth by forthcoming outlet successfully. Executives at Pizza Hut are currently
investigating various methods in support of opening a new outlet.
This essay aims to answer the following question:
In order to reach a valid conclusion, analysis of both qualitative and quantitative factors were conducted. The primary data was obtained through
... Show more content on Helpwriting.net ...
This essay aims to answering the following question:
1. http://www.pizzahut.com/OurStory.aspx 2. http://www.pizzahut.com/OurStory.aspx 3. http://220.226.195.78/pizzahut.co.in/about_us.php 4.
http://220.226.195.78/pizzahut.co.in/about_us.php 5. http://www.pizzahut.com/OurStory.aspx 6. http://www.pizzahut.com/OurStory.aspx 7.
(Manager of Pizza Hut). Personal interview
RESEARCH QUESTION
Pizza Hut is an established brand all over India. To increase the growth of the new outlet, Pizza Hut recently set up a new market research on the
outskirts of Baroda with the investment of __
Basically, Pizza Hut firms in India send Managers to spread proper awareness about their new outlet among the customers through different types
of advertising and keep the customers informed about their advancements in current outlets 10. Commercially, I expect that the opening of the
new branch will lead to an increase in sales in Baroda, Gujarat, and could increase the market share of Pizza Hut. For this reason, they want to be
able to successfully market their new firm when it is commercially launched.
As previously mentioned, to increase its growth and successfully market their upcoming outlet, Pizza Hut has been reviewing various promotion

Bcg Matrix Is A Model Developed By Bruce Henderson Of The...
The BCG matrix is a model developed by Bruce Henderson of the Boston Consulting Group (NetMBA). The goal of the BCG matrix was to
allow fellow marketers to easily analyze a product, whether it be old, or new, as to how effective it was in that particular market and if the
product was successful in its overall product growth and market share. When it comes to selling a product, a company must overcome
competitors in the same market who are looking to take a piece of the share of consumers. Therefore, in order to be successful, the use of a model
such as the BCG allows a marketer to assess their competitive advantages as well as the ability to calculate the relative market share. For
example, once you have products that have hit the market and have already established themselves, you can check back and cross examine those
products to see which ones are important to your success as an organization and which ones you should contemplate scaling back on because
these products may be viewed as questionable. According to NetMBA the BCG matrix contains four key components; the stars, the cash cows,
dogs, and question marks. The stars of the matrix are the go getters. This part of the mix contains your products that continuously show an
increase in growth industry within the market and a high market share. In other words, these products have been so superb that they influence
deeper looks into how to smartly invest whilst bringing about a noticeable change to rekindle interest in

Portfolio Analysis
chapter two
PORTFOLIO ANALYSIS
INTRODUCTION Organizations market a mix of products or services or both. These constitute the offering that is made through the strategic
window. Central to the success or failure of a business is the health of its product (or service) mix. A starting point is the product life cycle
concept. This is a useful conceptual framework within which to study how firms can vary their marketing strategies–though of course as we shall
see in later chapters they do have to take other factors into account. There seems to be little doubt, however, that at different stages in the product
life cycle certain marketing strategies seem to be more appropriate than others. The life cycle concept also points to the different ... Show more
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One problem that has been found in trying to make use of the product life cycle concept as a management tool is that many products do not
appear to perform in the market place as it suggests. They seem to bypass some stages while getting stuck at other stages. Moreover, they may
even come into vogue again after a period of going out of fashion. These observations have brought about criticisms of the product life cycle as a
useful planning tool.
EXHIBIT 2.1 SWANSEA ENGINEERING–DIFFICULTIES IN USING THE PRODUCT LIFE CYCLE CONCEPT Swansea Engineering
makes wire for industrial uses. Applications range from wire for cables to carry high voltage electricity to wire for winding on small electric
motors for incorporation in both industrial and domestic products. The firm has tried to use the life cycle concept to explain generic sales in the
market and sales of its own products. Difficulties encountered include the defining of product markets and the separation from natural growth and
decline in the market and the effects of recession. Indeed in recent years it has proved extremely difficult to assess exactly where many products
and markets are in relationship to their anticipated life cycles. Ironing out the fluctuations caused by economic recessions and mini–booms causes
one of the major problems. In

Marketing Analysis Using Bcg Matrix
Marketing Analysis Using BCG Matrix
Introduction
BCG matrix is also referred to as growth share matrix, Boston matrix, portfolio diagram or product portfolio. BCG matrix is a graph created by
Bruce D. Henderson to help corporations analyze the business units and the product lines being created for Boston Consultation Group. The
matrix helps in the group allocation of resources and is also used as an analytical tool in the product management, brand marketing, strategic
management and the portfolio analysis. Market performance analysis by the firms using the principles has called for the matrix usefulness into
the question. For the use of the matrix, one plots the scatter graph so as to rank the business units and products on the market share basis and the
growth rates. The matrix uses several tools in the analysis process, and these are cash cows, dogs, question marks and stars.
The dogs level
Dogs represent businesses having weak market shares in low–growth markets. Dogs neither create money nor require tremendous measure of
money. Because of low of the market share, these specialty units face cost weaknesses. By and large, conservation methodologies are received on
the grounds that these organizations can pick up piece of the overall industry just to the detriment of contender 's adversary firms. These business
firms have feeble piece of the overall industry as a result of high costs, low quality, incapable promoting, and so on. Unless a dog has some other
vital point,

Marketing Strategy & Bcg Consulting Model Analysis

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