Page 157 - E1 Integrated Workbook STUDENT 2018
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The market planning process and the marketing mix
5.3 Product portfolio theory – the Boston Consulting Group (BCG) matrix
The BCG matrix is used to decide if the organisation has a
balanced portfolio of products.
Relative market share
High Low
Question
High Star mark
Market Growth
Low Cash cow Dog
5.4 Stages in product development
1. Identify customers’ needs
2. Concept screening
3. Design of product
4. Time-to-market
5. Product testing
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