Page 190 - GLOBAL STRATEGIC MARKETING

Figure 7.1: The BCG Growth-Share Matrix

Relative market share

High Low

High
Star Question mark

Life cycle stage: Life cycle stage:

growth introduction
Market Investment and Establish profitable
growth maintenance segments

Cash cow Dog
Life cycle stage: Life cycle stage:
maturity decline
Harvest and maintain Withdrawal from the
market?

Introduce into new
markets?

Low

Source: Adapted from Drummond et al, (2003, p.97) Strategic Marketing:

Planning and Control, 2 Edition, Oxford: Butterrworth-Heinemann
nd

Managing the portfolio is critical for international markets as the portfolio
may become too large to manage and marketers find that they have an

unbalanced portfolio with too many products at the decline stage (dogs).
If this is the case then the SWYG strategy may be applicable. It is much
easier to standardise and sell what you have in international markets

rather than the costly task of adaptation. However, adaptation needs to be
considered because of the diverse range of consumer needs in

international markets as well as different cultures.

There are many decisions that need to be made in relation to the marketing
mix within international markets and the product strategy lies at the heart

of this decision making. Whether the decision is made with regards to