GPM 61 ANALYZING PRODUCTS TOOLS FOR DECISION MAKING.

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Presentation transcript:

GPM 61 ANALYZING PRODUCTS TOOLS FOR DECISION MAKING

GPM 62 THE MATRIX STRATEGIC ANALYSIS PRODUCT POSITIONING KEY ACCOUNT ANALYSIS

GPM 63 WHY MATRIX? n FACILITATES PRODUCT STRATEGY DEVELOPMENT EASY TO Visualize FOR INTERNAL MARKETING

GPM 64 BOSTON MATRIX PROFIT NOT ONLY INDICATOR OF PRODUCT PERFORMANCE ä RESEARCH PROVED MARKET LEADERS MOST PROFITABLE ä CASH FLOW ANALYSIS KEY TO PRODUCT PLANNING

GPM 65 BOSTON MATRIX n MATRIX CLASSIFIES PRODUCTS ACCORDING TO CASH USAGE AND CASH GENERATION

GPM 66 BOSTON MATRIX %MARKET GROWTH%MARKET GROWTH LOWLOW HI G H RMS W ILDCATS STARS DOGS CASH COWS HIGH 10:1LOW 0.1 : 1 RELATIVE MARKET SHARE

GPM 67 MARKET GROWTHMARKET GROWTH HIGHHIGH LOWLOW BOSTON MATRIX LOWLOW HIGHHIGH MARKET SHARE WILDCATS STARS DOGS CASH COWS HIGH 10xLOW.1x MARKET GROWTH ANNUAL RATE INDICATES PRODUCTS CASH REQUIREMENTS 0 TO 20% BOSTON MATRIX HIGH 10xLOW.1x

GPM 68 LOW.1x BOSTON MATRIX LOWLOW HIGHHIGH WILDCATS STARS DOGS CASH COWS HIGH 10xLOW.1x MARKET GROWTHMARKET GROWTH RATIO OF YOUR SHARE TO SHARE OF LARGEST COMPETITOR ABILTY TO GENERATE CASH BOSTON MATRIX MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH HIGH 10x

GPM 69 BOSTON MATRIX MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH RMS WILDCATS STARS DOGS CASH COWS HIGH 10xLOW.1x not yet achieved market dominance high user of cash because it is in market growth

GPM 610 BOSTON MATRIX MARKET GROWTHMARKET GROWTH LOWLOW RMS WILDCATS STARS DOGS CASH COWS HIGH 10xLOW.1x HIGH RMS GROWTH PRODUCT INVESTMENT

GPM 611 MARKET GROWTHMARKET GROWTH BOSTON MATRIX HIGHHIGH WILDCATS STARS DOGS LOW.1x leaders self financing low growth generate cash CASH COWS

GPM 612 BOSTON MATRIX MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH WILDCATS STARS DOGS CASH COWS HIGH 10x little future cash drain “investments in managerial ego”

GPM 613 DIRECTIONAL MATRIX MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH RMS HIGH 10xLOW.1x cash + use cash + use - 0 cash + ++ use cash +++ use

GPM 614 DIRECTIONAL MATRIX MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH RMS HIGH 10xLOW.1x cash + use cash + use - 0 cash + use cash + use

GPM 615 STRATEGY n DYNAMIC MOVEMENT n INVESTMENT

GPM 616 MATRIX AND LIFE CYCLE MARKET GROWTHMARKET GROWTH LOWLOW HI G H RMS INTRODUCTION GROWTH DECLINE MATURITY HIGH 10x LOW. 1x

GPM 617 WHAT IS INDICATED? MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH RMS HIGH 10xLOW.1x

GPM 618 FORECASTING MARKET GROWTHMARKET GROWTH LOWLOW HI G H RMS HIGH 10xLOW..1x

GPM 619 WHAT IS INDICATED? MARKET GROWTHMARKET GROWTH LOWLOW HIGHHIGH RMS HIGH 10xLOW.1x

GPM 620 IBL MATRIX CASE n OBJECTIVE ä MASTER USE OF THE MATRIX FOR STRATEGIC ANALYSIS

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