This document provides an analysis of the case "Garfield & Ruddock - Strategic Marketing in Action: BCG Matrix". It summarizes the situation facing the publisher Garfield & Ruddock, who has a biology textbook by S.T. McCauliffe that has considerable market share but a new textbook called "Biology in Action" by Sara Spencer that has great potential to help the company expand its market. It analyzes the books in the BCG matrix, finding that McCauliffe's book was previously a star but is now a cash cow, while Spencer's book was a question mark but could become a star if launched properly by another small publisher at a higher price point, targeting AS/A LEVEL students

1. Case: Garfield & Ruddock -
Strategic Marketing in Action:
BCG Matrix
Name: Bai Yunjia, Chen Xuan, Yu Mi
Student ID: 1634918, 1634048, 1679703
Lecturer: Dot MacKenzie
Date: 23 August 2016

2. Outline:
What BCG is and how it works
Brief introduction to the case: Garfield & Ruddock -
Strategic Marketing in Action: BCG Matrix
Case analysis

3. LOW Market Share
Marketgrowth
HIGH
HIGH
BCG Matrix

4. Type of Analysis
BCG Matrix
Category Market Growth Market Share Products Period
STAR High High Growing Period
CASH COW Low High Mature Period
QUESTION MARK High Low Early Period
DOGS Low Low Early / Decline Period

5. Case: Garfield & Ruddock - Strategic
Marketing in Action
Situation that Garfield and Ruddock, the publisher, is facing：
 “Biology” by S.T. McCauliffe has considerable market share and turnover and is
“bible” for teachers.
 Biology in Action, by Sara Spencer, new book, great potential, may help company
to expand market.
How to launch it?
Launched in the same way of biology:
1. Dent the market share of Biology.
2. Splitting sales between the two books.
1. Lower price, around £11.
2. Different market, student self-purchase
3. Cut-down vision
“Biology in Action” by Sara Spencer
Competitor: small publisher
1. Slower approach
2. Carefully choose their customers, e.g. teachers who like
radical teaching approaches
2. Had low-key launch

6. Case Analysis
Time Market Share Market Growth Rate Type
5 years ago 9% High Star
Now
54%
(all)
80%
(AS/A level)
Low Cash Cow

7. Case Analysis
Publisher Title
Sales
Amount
Price Target Type Situation Now
Garfield
and
Ruddock
Biology £350,000 £20
AS/A LEVEL,
Nurses &1st year medical
students
cash
cow
→dog
Discount sales
Biology in
Action
（cut-down
version）
/ £11
(planned)
Student self-purchase
(planned)
QM Cancelled
Another
Small one
Biology in
Action
/ £25 AS/A LEVEL
QM
→star
Ready to be
launched
(prove to be
desirable)

8. Reference:
 Overall, C.S., Butt, S. & Metcalfe, J. (2015) BME Working with Cases (4th edition).
Birmingham: Birmingham International Academy

9. “
”
Thank you for listening!
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