growth share matrix applied to marketing

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PRESENTED BY SANNA LEE CONSULTING

Marketing Looked At Within the Growth Share

Matrix

Sanna Lee Consulting| www.sannalee.com | 763-898-2858 | All Rights Reserved

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Growth Share Matrix

COW DOG

STAR ? MARK•High growth•High profit’s

•Fast Growing• No profitability (requires cash/time investment)

•Slow growth•Stable profitability (slowing)

•Slow growth•No profitability (low market share)


High Profitability Low Profitability

Low

G

row

thH

igh

G

row

th

• Growth Share Matrix developed by Boston Consulting Group in the late 60’s• Designed for large corporations – takes a theoretical approach to growth. However, is still a fundamental tool for marketing businesses across the board. • Matrix is closely associated with the Product Life Cycle curve.

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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.


•Stable Income• Funds generated by cows help turn ? Marks into stars and eventually stars turn into cows.

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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.


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? 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.


•Question marks turn into stars or dogs – keep an eye on them.

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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.


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•Low End Sites•Social Media Marketers•Search Engine Optimization (SEO)•Email/Newsletter Distribution•Data Management •Adword Campaign Management

Matrix Applied to World of Marketing

COW DOG•Newspaper Ads•Print Literature•Snail Mail Distribution•Catalogue Creation•Flier Distribution

•High-End websites•Internet programming / web development •Integration of website & IT systems•Mobile Sites & Mobile Marketing•Wrap Signage (taxi’s)•Interactive Web Applications

•Branding / Corporate Identity•Logo Design•Graphic Design•Copywriting•TV/Radio Advertising•Production of Online Video•PR & Communications•Billboards

STAR ? MARK


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•Low End Sites•Social Media Marketers•Search Engine Optimization (SEO)•Email/Newsletter Distribution•Data Management Adword Campaign Management

Enter SLCSTAR ? MARK

COW DOG•Newspaper Ads•Print Literature (business cards, brochures, etc.)•Snail Mail Distribution•Catalogue Creation•Flier Distribution

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.

•Branding / Corporate Identity•Logo Design•Graphic Design•Copywriting•TV/Radio Advertising•Production of Online Video•PR & Communications•Billboards

•High-End websites•Internet programming /web development •Integration of website & IT systems•Mobile Sites & Mobile Marketing•Wrap Signage (taxi’s)


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Parting Challenge

STAR ? MARK

COW DOG

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?

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?

What are your products/services that are profitable and strong growth areas?

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?


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Be Inspired

Boeuf Bourguignon


growth share matrix applied to marketing

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