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4
4
ReIative market share
11
Market Share/ Market Market Share/ Market
Growth Matrix Growth Matrix
A marketing planning
tool that classifies a
firm's SBU's or products
according to industry
growth rates and market
shares relative to
competing products
Stars
Cash Cows
Dogs
Question arks
Copyright 2006 by South-Western, a division of Thomson Learning, nc. All rights reserved.
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BCG arket Share/arket Growth atrix
Copyright 2006 by South-Western, a division of Thomson Learning, nc. All rights reserved.
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General Electric atrix General Electric atrix
(G.E. odel) (G.E. odel)
G.E. involves SBU being positioned on a
matrix on the basis of market attractiveness
and business strength.
Copyright 2006 by South-Western, a division of Thomson Learning, nc. All rights reserved.
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Protect
Position
Invest to
Build
Build
Selectively
Build
Selectively
Selectivity /
Manage Ior
earnings
Limited
expansion Ior
harvest
Protect and
ReIocus
Manage Ior
earnings
Divest
usiness Strength
M
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L
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M
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H
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Strong Medium Weak
GE Model
Copyright 2006 by South-Western, a division of Thomson Learning, nc. All rights reserved.
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The Arthur D. Little odel The Arthur D. Little odel
This model is based on competitive position and
stage of industry maturity. The competitive position is
recognised in five main categories
(a) Dominant, -Strong,
(c) avorable /Tenable, and
(e) Weak.
Copyright 2006 by South-Western, a division of Thomson Learning, nc. All rights reserved.
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%he Arthur D. Little Strategic Condition Matrix
Embryonic Growth Mature Ageing
Grow Iast
Build barriers
Act oIIensively.
Grow Iast
Aim Ior cost leadership
DeIend position Act
oIIensively.
DeIend position
Increase the
importance oI cost
Act oIIensively.
DeIend
position
Focus
Consider
withdrawal.
Grow Iast
DiIIerentiate.
Lower cost
DiIIerentiate
Attack small
Iirms.
Lower costs
DiIIerentiate
Focus.
Harvest
Grow Iast
DiIIerentiate.
Focus
DiIIerentiate
DeIend.
Focus
DiIIerentiate
Hit smaller Iirms.
Harvest
Grow with the
industry
Focus.
Hold on or
withdraw
Niche
Aim Ior growth.
Niche.
Hold on or
withdraw
Withdraw
Search Ior a niche
Attempt to catch
others.
Niche or withdraw Withdraw Withdraw
Dominant
Strong
Favourable
Tenable
Weak
Stage of Industry Maturity
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P
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