西雅图代写市场作业:波士顿咨询集团

2020-01-10 13:06

波士顿咨询集团在20世纪70年代开发了波士顿矩阵，旨在帮助进行长期战略规划(A. Hanlon, 2018)和决策制定。矩阵用于通过评估有关市场增长率和相对市场份额的产品来识别增长机会(Brassington和Pettitt, 2007)。它还可以用于为产品系列制定未来的战略。模型被分成如下所示的四个部分。每种产品都被分为狗、问号、现金牛和明星。明星产品是市场增长快、市场占有率高的产品。这些通常与什么美容产品最受欢迎有关。根据美体小卖部，他们的身体黄油、面膜、沐浴露、脚霜和眼霜被称为明星，因为它们是最畅销的产品，其中最畅销的是增长型市场的市场领导者。话虽如此，如果出现新的趋势，这些公司将成为摇钱树。虽然这些产品是明星，但为了让美体小铺保持其地位，他们应该投资，这也可以支持他们的创新/新产品开发。问号是指市场份额低、市场增长快的产品。不确定这些产品是狗还是明星，因为它们通常是新产品。目前，美体店的男性产品范围有限。该组织的下一步工作是将重点放在推出新产品上，在产品发布之后，这些产品将被归入问号类。接下来，美体小铺可以通过社交媒体在网上推广产品，重新定位这些问号，或许还可以创建一个instore活动，帮助增加市场份额。
西雅图代写市场作业:波士顿咨询集团
The Boston Consulting Group developed the BCG Matrix in the 1970s which were designed to help with long term strategic planning (A. Hanlon, 2018) and decision making. The matrix is used to identify opportunities for growth by assessing products concerning the market growth rate and relative market share (Brassington and Pettitt, 2007). It can also be useful in developing future strategies for the product range. The model is split into four sections as shown below. Each product is characterised into dogs, question marks, cash cows and stars.Stars are products with high market growth and market share. These are often related to on what beauty products are most popular. According to The Body Shop, their body butter, facial masks, shower gels, foot and eye creams be referred to as stars as they are the best sellers which trend highest therefore are market leaders in the growth market. Having said that, if a new trend comes along these will become cash cows. Whilst these products are stars, for The Body Shop to retain its position they should invest which can also support them with innovation/new product development.Question marks are products with low market share and high market growth. It is uncertain if these types of products are dogs or stars as they are usually new products. At present The Body Shop have a limited product range for men. The next step is for the organisation to focus on introducing new products to the range and following the launch, these will fall into the Question mark category. Following this The Body Shop could reposition these question marks by promoting the products online through social media and perhaps create an instore campaign which could help increase market share.