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    BCG Competitive Advantage Matrix number of approaches to Achieve Advantage Few Many Specialized size of the Advantage large volume small stalemated fragmented Product Differentiation form features performance quality Conformance Quality durability reliability style design Services Differentiation Ordering Ease installation Miscellaneous Services delivery Customer Maintenance Training and Repair Differentiation Personnel Channel Image Differentiation Media Atmosphere Symbols events Important Profitable Distinctive differences Worth Estab lishi ng Affordable Preemptive Superior pos iti oni

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    BCG Competitive Advantage Matrix number of approaches to Achieve Advantage Few Many Specialized size of the Advantage large volume small stalemated fragmented Product Differentiation form features performance quality Conformance Quality durability reliability style design Services Differentiation Ordering Ease installation Miscellaneous Services delivery Customer Maintenance Training and Repair Differentiation Personnel Channel Image Differentiation Media Atmosphere Symbols events Important Profitable Distinctive differences Worth Estab lishi ng Affordable Preemptive Superior pos iti oni

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    25 visualizzazioni16 pagine

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    BCG Competitive Advantage Matrix number of approaches to Achieve Advantage Few Many Specialized size of the Advantage large volume small stalemated fragmented Product Differentiation form features performance quality Conformance Quality durability reliability style design Services Differentiation Ordering Ease installation Miscellaneous Services delivery Customer Maintenance Training and Repair Differentiation Personnel Channel Image Differentiation Media Atmosphere Symbols events Important Profitable Distinctive differences Worth Estab lishi ng Affordable Preemptive Superior pos iti oni

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    The BCG Competitive

    Advantage Matrix
    Number of Approaches
    to Achieve Advantage
    Few Many
    Advantage

    Large
    Size of the

    Volume Specialized

    Small Stalemated Fragmented


    Product Differentiation

    Conform-
    Fea- Perfor-
    Form Quality ance
    tures mance
    Quality

    Dura- Relia- Repair-


    Style Design
    bility bility ability
    Services Differentiation

    Ordering Customer
    Installation

    Miscellaneous
    Ease Consulting

    Services
    Customer Maintenance
    Delivery
    Training & Repair
    Differentiation
    • Personnel
    • Channel
    Image Differentiation

    Media Atmosphere

    Symbols

    Events
    Important

    Profitable Distinctive

    Di fferences Worth
    Estab lishi ng
    Affordable Superior

    Preemptive
    Pos iti oni ng is the act
    of desi gni ng the
    com pany’ s offeri ng
    and i mage to occupy a
    di sti ncti ve pl ace in
    the the target
    Perceptual Map
    Live shows 1.0
    Easy to reach Little waiting
    Good food 0.8
    Fantasy Educational,
    0.6 animals
    Exercise Marineland
    0.4
    Fun rides Knott’s of the
    Berry Japanese Pacific
    0.2 Deer Park
    Disneyland Farm

    -1.6 -1.4 -1.2 -1.0 -0.8 -0.6 -0.4 -0.2 0.2 0.4 0.6 0.8 1.0 1.2 1.4 1.6
    -0.2
    Magic Lion
    Mountain -0.4 Country
    Busch Safari
    -0.6 Gardens
    -0.8 Economical
    Sales & profits ($) Sales & Profit Life Cycles

    Introduction Growth Maturity Decline

    Time
    Four Introductory
    Marketing Strategies
    Promotion
    High Low

    Rapid- Slow-
    High skimming skimming
    strategy strategy
    Price
    Rapid- Slow-
    Low penetration penetration
    strategy strategy
    Maturity Stage
    • Market Modification
    • Product Modification
    • Marketing-Mix Modification
    Decline Stage
    • Increase investment
    • Resolve uncertainties - stable investment
    • Selective niches
    • Harvesting
    • Divesting
    Market Evolution
    • Emergence
    • Growth
    • Maturity
    • Decline
    Market-Fragmentation and
    Market-Consolidation Strategies
    (a) Market-fragmentation (b) Market-consolidation
    stage stage

    C H C
    AB
    DE
    H DE AB
    JK
    J XYZ X YZ

    K FG
    FG
    M L M
    L
    Review
    • Identify Differentiating Attributes
    • Choosing & Communicating Effective
    Positioning
    • Marketing Strategies Along the Product
    Life Cycle
    • Marketing Strategy & Market Evolution

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