1.3.5 Marketing strategyy - Boston Matrix

Question 1

product portfolio

Answer 1

the collection of products a business is currently marketing

Question 2

Boston Matrix

Answer 2

A popular tool used in marketing and business strategies to help a business analyse their portfolio

Question 3

A portfolio of products can be analysed using the…

Answer 3

The Boston Consulting group Matrix

Question 4

The Boston consulting group Matrix categorises portfolios in how many different Areas.

Answer 4

4

Question 5

What are the areas based upon

Answer 5

Current/potential Market share and Market growth

Question 6

Market Share

Answer 6

Does the product being sold have a significant share in the market

Question 7

Market growth

Answer 7

Are the number of potential customers growing or not growing

Question 8

What are the 4 categories of the Boston Matrix

Answer 8

-Star
-Cash cow
-Question mark
-Dog

Question 9

Star product

Answer 9

A business unit that has a high market share in a high growth market

-requires investment to gain lead because in fast moving growing market

-Hopefully becomes cash. cow when industry matures

Question 10

Cash cow product

Answer 10

A business unit that has a high market share in mature , slow growing industry

-generates more cash than they consume-allows them to invest in other areas

Question 11

Question marks

Answer 11

A business unit that has a small market share in a high growth market

-Has the potential to turn into stars but whether they will succeed or not is unknown

Question 12

Dogs

Answer 12

A business unit that a small market share in a mature industry

-Takes up cash that could be used elsewhere