fme boston matrix
Boston Matrix
Strategy Skills
Team FME www.free-management-ebooks.com ISBN 978-1-62620-952-7
Copyright Notice
© www.free-management-ebooks.com 2013. All Rights Reserved
ISBN 978-1-62620-952-7
The material contained within this electronic publication is protected under International and Federal Copyright Laws and treaties, and as such any unauthorized reprint or use of this material is strictly prohibited.
You may not copy, forward, or transfer this publication or any part of it, whether in electronic or printed form, to another person, or entity.
Reproduction or translation of any part of this work without the permission of the copyright holder is against the law.
Your downloading and use of this eBook requires, and is an indication of, your complete acceptance of these ‘Terms of Use.’
You do not have any right to resell or give away part, or the whole, of this eBook.
Boston Matrix
Table of Contents
Preface
2
Visit Our Website
3
Introduction
4
The Boston Matrix
6
Classifying Products and Business Units
11
Stars
13
Question Marks
14
Cash Cows
16
Dogs
18
Using the Boston Matrix at Brand Level
20
A Balanced Portfolio
22
Summary
25
Other Free Resources
27
References
28
ISBN 978-1-62620-952-7 © www.free-management-ebooks.com
1
Boston Matrix
Preface
This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.
You will learn:
●●
How the Boston Matrix can be integrated with other strategic planning tools
●●
Why this tool is so controversial and why it has been removed from many marketing courses
●●
How to categorize your products depending on their relative market share and market growth
●●
Why it can be dangerous to use this tool at brand level
●●
How it can be used to help ensure a balanced portfolio of products and services
ISBN 978-1-62620-952-7 © www.free-management-ebooks.com
2
Boston Matrix
Visit Our Website
More free management
Strategy Skills
Team FME www.free-management-ebooks.com ISBN 978-1-62620-952-7
Copyright Notice
© www.free-management-ebooks.com 2013. All Rights Reserved
ISBN 978-1-62620-952-7
The material contained within this electronic publication is protected under International and Federal Copyright Laws and treaties, and as such any unauthorized reprint or use of this material is strictly prohibited.
You may not copy, forward, or transfer this publication or any part of it, whether in electronic or printed form, to another person, or entity.
Reproduction or translation of any part of this work without the permission of the copyright holder is against the law.
Your downloading and use of this eBook requires, and is an indication of, your complete acceptance of these ‘Terms of Use.’
You do not have any right to resell or give away part, or the whole, of this eBook.
Boston Matrix
Table of Contents
Preface
2
Visit Our Website
3
Introduction
4
The Boston Matrix
6
Classifying Products and Business Units
11
Stars
13
Question Marks
14
Cash Cows
16
Dogs
18
Using the Boston Matrix at Brand Level
20
A Balanced Portfolio
22
Summary
25
Other Free Resources
27
References
28
ISBN 978-1-62620-952-7 © www.free-management-ebooks.com
1
Boston Matrix
Preface
This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.
You will learn:
●●
How the Boston Matrix can be integrated with other strategic planning tools
●●
Why this tool is so controversial and why it has been removed from many marketing courses
●●
How to categorize your products depending on their relative market share and market growth
●●
Why it can be dangerous to use this tool at brand level
●●
How it can be used to help ensure a balanced portfolio of products and services
ISBN 978-1-62620-952-7 © www.free-management-ebooks.com
2
Boston Matrix
Visit Our Website
More free management
References: Cadle, J., Paul, D. and Turner, P. (2010), Business Analysis Techniques, 72 Essential Tools for Success, BCS The Chartered Institute for IT. Johnson, G., Whittington, R. and Scholes, K. (2009), Exploring Corporate Strategy with MyStrategyLab, Financial Times/Prentice Hall. Kotler, P., Keller, K.L., Brady, M., Goodman, M., and Hansen, T. (2009), Marketing Management, Pearson Education. McDonald, M. and Wilson, H. (2011), Marketing Plans: How to Prepare Them, How to Use Them, 7th Edition, John Wiley. ISBN 978-1-62620-952-7 © www.free-management-ebooks.com 28