The grid is a simple 2×2 box. The top right box of the grid represents products that are considered “question marks”–products that are new or have yet to show their success. The top left box of the grid represents products that are considered “stars” — products showing success. The bottom left box
The grid is a simple 2×2 box. The top right box of the grid represents products that are considered “question marks”–products that are new or have yet to show their success. The top left box of the grid represents products that are considered “stars” — products showing success. The bottom left box of the grid represents products that are considered “cash cow”–as these are products that have advanced counter-clockwise around the grid, from a “question mark” to a “star” and are now stable, requiring little promotion and expense, but are providing good returns. The bottom right box of the grid is where products are located when they are a “dog”–meaning not very good.
Most companies have several products they offer. These products represent different levels of success within the company and need different types of attention. Most products introduced by a company start in the top right quadrant. These are “Question Marks” as the product may grow and be successful or they may fail and drop to a dog or simply be sold off (divested). If the product begins to show growth and acceptance, that product moves to the top left quadrant and becomes a “Star.” It has high market growth and high market share. After a while the product, because of the product life cycle theory, will eventually not show growth, and may move to the bottom left quadrant. This is called a “Cash Cow.” The company typically is not pumping any additional money into R/D of this product or even marketing. It is just reaping the benefits of a successful product. But as almost all products do, eventually it will fade and become a “Dog.” There is will have low market share and low growth potential.
Part 1: Choose a quick service restaurant like McDonalds, Taco Bell, Arby’s, etc. and select 8-10 of their products from their menu. Select products that represent different quadrants. Place them into one of the four quadrants and justify your placement. Be certain to consider the axis legend as illustrated in your text.
Part 2: Then apply one of the four basic marketing strategies for the company to do for that product.. Discuss at least four of the products you identified in Part 1. (Build, Hold, Harvest, Divest) Discuss what you think they should do and why.
Remember, not all products that are “dogs” are totally lifeless and should be divested. Think about the vinyl record. Just a short time ago it was considered to be a “Dog,” but today’s world has seen it come back and be highly successful. Also, think about a balanced portfolio. See the text for more on that concept. (Another words, it is not healthy for a company to have nothing but “Cash Cows” or very few “Question Marks” or “Stars.” There always needs to be new products being introduced or soon the company will die with its “Dogs.”)
Properly format with bullets and/or paragraphs. Support your work with in-text citing and a reference section. You do not have to “draw” a quadrant. Rather simply label paragraphs or bulleted headings with the name of each quadrant and explain your ideas under each respective heading.
Initial response to discussion prompts with substantive content / appropriately addressed the topic and all parts of topic (minimum 250-300 words)
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