Marketing Analysis : Bcg And Ansoff Matrices

1863 Words Feb 9th, 2016 8 Pages
Marketing Analysis Using BCG and Ansoff Matrices
Introduction
BCG matrix is also referred to as growth share matrix, Boston matrix, portfolio diagram or product portfolio. BCG matrix is a graph created by Bruce D. Henderson to help corporations analyze their business units and their product lines being created for Boston Consultation Group. The matrix help in the group allocation of resources and is also used as an analytical tool in the product management, brand marketing, strategic management and the portfolio analysis. Market performance analysis by the firms using its principles has called for the matrix usefulness into the question. For the use of the matrix, one plots the scatter graph so as to rank the business units and products on the market share basis and the growth rates. The matrix uses several tools in the analysis process, and these are cash cows, dogs, question marks and stars.
Ansoff Growth matrix is another marketing tool used in planning a business in the marketing growth strategy of a product. Igor Ansoff developed the matrix and used the same strategy used a $ matrix method as used in the BCG matrix. Ansoff matrix explains that a consideration in the growth of existing products and new products as well as in new markets and existing market making a four possible product outcome combination. The output from the Ansoff market or product matrix is a series of suggestions on the growth strategies that often set a direction for a business strategy .the four…
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