Business – 3.3 The marketing mix – Product portfolio analysis | e-Consult
3.3 The marketing mix – Product portfolio analysis (1 questions)
Login to see all questions.
Click on a question to view the answer
The BCG matrix plots products on a grid of market growth (vertical) and relative market share (horizontal). By locating each product, managers can decide where to concentrate marketing spend:
- Stars (high growth, high share):
- Increase promotional budgets to protect market leadership and capitalize on rapid growth.
- Invest in product development or line extensions to sustain the growth trajectory.
- Dogs (low growth, low share):
- Reduce or eliminate advertising spend and consider withdrawing the product.
- Explore niche positioning or cost‑cutting measures if the product serves a strategic purpose, otherwise divest.