Class 4

Question 1

what is growth share matrix needed for?

Answer 1

a portfolio management framework that helps companies to prioritize buzinesses and decide the degree of profitability

Question 2

growth/share matrix explained

Answer 2

low/low - a pet that should be liquidated:((
high/high - a star - money should be invested here
low growth/high share - cash cows that should be milked and reinvested
high growth/low share - questionable, risky

Question 3

what us product/market expansion grid for?

Answer 3

to analyze risks and plan strategies of growth

Question 4

market penetration characteristics (existing p, ex markets)

Answer 4

low risk level
more products, new packaging, delivery, happy meals

Question 5

product development characteristics (ex market, new products)

Answer 5

medium risk
innovations, analysis of competitors
Mc pizza

Question 6

Market development (new m, ex p)

Answer 6

medium-high risk
new geographical locations, new retail channels, cheaper prices in new segments
McDonald’s in Kazachstan, doubling network in India

Question 7

diversification characteristics (new m new p)

Answer 7

Mc Café

Question 8

how is marketing planning looks like?

Answer 8

1. Corporate core values
2. Analysis: 5C, SWOT, PESTEL
3. Target audience, SMART goals,
4. Marketing mix: product development, pricing, promotion, place n distribution
5. feedback