Unit 3 : Chapter 10 Using the Marketing Mix : Boston MATRIX Flashcards
Boston Matrix
model which helps businesses analyse their portfolio of products
how are products positioned in the boston matrix
according to
product’s market share
relative growth of the market
What are Dogs
products with relativley low share of a slow-growth market
What options do marekting managers have with dogs
invest to revitalise them
let them decline then eventually remove them
What are cash cows
products that are well established so have a relativley high market share
but market they’re in is growing slowly
Give a suggestion as to why the market cows are in is growing slowly
cows/market? are mature and therefore not growing fast anymore
why dont cash cows need promoting as heavily as the other products
they’re well known
given their relativley high sales they generate a high level of funds for the business
cash cows like heinz baked beans can
generate high profits that can help fund other projects for the business
What is a Problem Child
products in fast growth (therefore appealing) markets
but not yet established and only have relativley small market share
Why are they called problem children
they may turn out to do well but equally may not
What do managers want to do problem children
invest to protect and grow these products
What are stars
products in fast-growth markets an doing well in terms of market share
Give an example of a star
a leading brand in a new type of app
What will managers do to ensure stars remain stars
keep
investing in
promoting
gaining more distribution for these products
