AKISANMI OLAWALE SOLOMON

BLR0214037008
MBA BATCH 7, FIRST SEMESTER (February to May 2014)
COURSE: MARKETING MANAGEMENT

Analysis of case study on ASOS.com (An online fashion store)

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Table of Contents

Introduction ................................................................................................................................ 4-5

Literature Review ...................................................................................................................... 6-7

Questions and Answers

Answer 1.…………………………………………………………………………………....…..8-9

Answer 2….……………………………………………….....………………………………......10

Answer 3...….………………………………………………………………………..……….10-11

Answer 4….…………………………………………………………………………………..11-13

Critical Analysis

Internal Strength…………………….……………………………….……………………….14-15

Internal Weakness…………..…………………………………………..…………………….15-16

External Opportunity….……………………...…………………………..…………………..16-17

External Threat………………………………………….……………………………………17-18

Conclusions..…..……………………………………………………………………………18-19

Recommendations………………………………………………………………….………….20

References…………………………………………………..………………………….……21-22

Presentation………………………………………………………………………………....23-28

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Table of Figures
Figure 1……………………………………………………………………….Product Life Cycle

Figure 2…………………………………………………………Boston Consulting Group Matrix

Abbreviations

PLC ………………………………………………………………………….Product life Cycle

SBU………………..………………………………………………………Strategic Business Unit

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Introduction
Nowadays, many fashion producers, fashion retailers or marketers use internet to advertise or to
promote their products, the internet users has rapidly increase, The rate of online customers, and
the purchasing power of online customers has rapidly increased; Research by Forrester has
projected online purchase in 1999 has doubled the one of 1998.

According to Nielsen Global online Survey (2008), clothing, accessories, shoes, bags and all
sorts of fashion products were one of the most popular purchased products online. This point
inspires researchers to study further the fashion online shopping, because it is a fresh
phenomenon to most customers. I mean the prospective individual customers who are interested
in shopping online for fashion products, however, even though fashion products are products that
customers will feel more comfortable if they can try or feel the product before they make up their
mind to purchase it. Such behavior can be further enlightened by customer behavior of online
purchase, consumer innovativeness, buying history and sex.

There is an attribute which affect purchasing on internet, customer buying orientation has an
important impact on the success of internet purchase ( Alcaniz et al). Goldsmith 2002;
Jayawardhena et al. 2007; Seock 2003 has argued that previous online shopping experience
affects future intention to shop.

This study examine the product life cycle of online fashion products, how online fashion
products are promoted at their stages in life cycle, so also we examine the marketing strategies
required for each product at their respective life cycle stages, though this study narrowed its
scope using ASOS.com as a case study.

ASOS.com ( As seen on screen) is an online fashion retail company based in Uk, Its head office
is sited at Camden Town, inside an edifice called Greater London House. In 2013, their central
distribution hub is located in Barnsley, Yorkshire, and they have 3,000 employees. Its consumer
service section is located in Hemel Hempstead, and it’s the market leader and the largest when it
comes to online fashion retailing. ASOS.com sells over 60,000 own labeled products together
with other branded fashion products and designer goods across menswear and womenswear.
Jeans, Dresses, Shirts, T-shirts, Footwears, Lingerie, jewellery and beauty.

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Its massive warehouse has an ever dynamic stocks with thousands of new products coming in
every week, the ASOS.com website targets the United Kingdom, Australia, United States of
America, and some other countries and they also ship to more than 237 additional regions “free
delivery to over 190 nations” from their two dissemination hub in United Kingdom.
(Wikipedia.org , www.asos.com)

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Literature review

Product life cycle (PLC)

The PLC model is a process in which a product passes over different four phases in the market
and each phase are categorized by a necessity to change management goals. In which the sales
executives will increase his approaches at different stages as the faces of business atmosphere
changes from time to time. As a company pass via the stages, promotion, pricing and distribution
strategies changes with the recognition of the product in the market and alongside changes as
well occur in the strength of competition. Henry E. Metzner.

Goodman et al. (1997), Levitt (1965), Patton (1959), Buzzell (1975) and others claimed that life
cycle shifts of a product will make a forecast of profitability changes in the nearest future.
Therefore profit or return on investment is highest at the growth stage at the same time research
and development expenses and market share are also higher. When a product gets to the maturity
stage, there will a great drop of profit. If product life cycle model were an effective future
forecaster, businessmen globally will be using it to plan their marketing strategies, to increase
research and development expenses, to apportion resources among product division, etc.
Nevertheless, their test of this model led them to determine that even if it is effective at all, it is
effective for industrial goods manufacturers only.

The PLC concept narrates the evolution of a product, showing its sales pattern from the time it
enters the market to the time it exists ( Cox, 1996, p.375). It was interpreted to be similar as
development phases of a breathing creature (Dean, 1950) it basis is on the behavioral procedure
stating the dispersion of innovation ( Midgley, 1981). Simply, the product life cycle model
claims that past history of sales history of a successful product goes through a usual form each
stage of the life cycle is different and noticeable unlike another stage.

Experimental studies therefore has neglected a diversity of diverse typical forms of PLC curves (
Rink and Swan, 1979). In spite of the diversity, the hypothesis still be that different stages of
product life cycle is usually related to definite conventional market approaches, market
situations, forces from competitors, as well as opportunities. Dhalla and Yuspeh (1976) also

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argued that while harmony is absent amongst product life cycle researchers on facts of these
conventional market policies, the straightforward hint that diverse strategies are appropriate at
dissimilar phases of PLC has stayed recurrent frequently. This method of framing market
strategy depends on weak suppositions that a manner of customer procurement and also the form
of rivalry are mutual all over the commerce and product life cycle. The precise situations on
these speculations have not pronounced.

Promotional Strategies

Alongside the growth in business practices, online promotion has as well had growing
consideration amongst marketing researchers ( e.g., Rossi, McCUlloch, and Allenby 1996;
Shaffer and Zhang 1995; Zhang and Krishnamurthi 2004). On the basis of a research of a huge
amount of product classes, Danaher, Wilson, and Davis (2003) suggested that brand loyalty is
significantly greater in internet sales than offline sales. Even though Fox, Montgomery, and
Lodish (2004) asked for additional study which examines why promotion effectiveness
dissimilarities happen all over networks, no past researches has ever likened promotion
efficiency in online and offline stores.

Degeratu, Rangaswamy, and Wu (2000) claim that online customers are possible to have added
conveniences and be fewer price thoughtful, but Alba and collegues (1997) argued that internet
customers can be additional or fewer price thoughtful subject on their openness to facts on price
and non-price characteristics in the e-purchasing atmosphere.

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Answer to Question 1

PRODUCT LIFE CYCLE

Product life cycle can be describe as a sequence of sales of a product and profits of a product
over its lifespan, the life cycle of a product starts from when the idea of a product is been thought
of, carrying out a market research, putting it into testing in the market and later launching it.
After launching the product, the management of the company will want the product to be
successful and be in the market for a long time, though a product is not expected to be in the
market forever but at least the company will want to make a great profit from the effort and time
the spent on the product before it was launched. It is axiomatic to the management that products
will always pass through a life cycle even though how the product will look like is not known yet
in advance. The characteristics of a product in life cycle are:

 Products have a restricted life.

 Sales of a product go through different phases, the phases has different challenges,
opportunities, and problems to the company.
 Profit increases and decreases at each phases of PLC
 Products needs different marketing, financial, promotional strategies at each phase.

Fig:1

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Basically PLC has clearly four stages i.e. introductory stage, Growth stage, Maturity stage and
Decline stage, but before the introductory stage there is Product development stage. Product
development is characterized by the generation of a new product idea, as well as substantial
investments in the field of research and development, with the aim of assessing the feasibility of
the project, the size of the target customer, the number of delivery networks available and the
market share which can be acquired.

Introductory stage of a product is when a product is first launch into the market, it is the time
where the sales is growing slowly, profit does not exist at all in this stage because of the high
expenses they use to launch the product. For example, a Spanish apparel brand had just launched
a new range of clothes for the coming monsoon.

Growth stage is the time when the product is gaining acceptance in the market, sales is
increasing in this stage and there is a little high profit, some business may reach break-even point
at this stage. Example is a black gold brand by Diesel which the sales is growing fast now.

Maturity stage of a product is a period where the product have already gained acceptance by the
target customers, sales growth in this stage is relatively slow but profit is higher in this stage, the
product has to maintain its quality and be defended against the competitors. Examples are TM
Lewin and Paul Smith fitted shirts which has being selling for a long time.

Decline stage of a product is the time when is exiting from the market, the demand for the
product has decreased, sales has dropped and profit is minimized. FUBU a US brand is an
example of this.

Not all products go through these phases, some products will just get launched and fade away
quickly, some will get to growth stage and get out of vogue because of the new style introduced,
people go with new fashion style introduced and quickly forget about the former one, some
product have stayed in the maturity stage for a long time, some go to the decline stage and later
rebranded and cycled back to growth stage through an aggressive promotion.

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Answer to Question 2.

Product life cycle help manager to determine the stage on life cycle where they will have
maximum profit and calculate how much profit will the product give.

Management uses PLC since it highpoints the necessity for a company to modify their
marketing strategies at each phase of the PLC.

Managers will be able to plan the when to introduce and when to withdraw the product from the
market.

It also assists the managers to plan out his advertising policies.

It helps managers in determining the suitable kind of promotional mix to use for each product at
different stages.

The PLC is also used as a support to set budgets for a company.

Product lifecycle help in planning pricing strategies to realize good revenue at each stage.

The PLC can as well help to forecast the likely things that might happen to the product in the
nearest years, it can therefore assist management in envisage what the product will turn to in the
short term, and to agree on the strategies to make the lifecycle stand as they want it.

Product lifecycle helps managers to allocate an employee to a definite PLC stages, pinpoint
employees who can perform very well in type of marketing and promotional strategy required in
that particular phase and appraise how they perform based on aims and purposes that goes with
the stage, instead of product generally.

Answer to Question 3.

Promotion are some activities in which the merit of a particular product is communicated to the
customer and also persuade target customers to purchase the product. Promotional mix is specific
integration of promotional methods used for one products or a group of products. Advertising,
Sales promotion, public relations, personal selling and direct marketing are the major tools used

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by a company to persuasively communicate to their customers. ASOS make their promotions
using the ASOS.com website as their key promotional tool. They also publish a fashion
magazine and sell it across, those people who are not able to buy it can download it online,
mainly on their website.

ASOS.com satisfies and appeal their target market using different types of promotions like giving
discount to customers. Upon visiting their websites, a customer will be asked to register, name and
email will be provided, by doing this, ASOS has all its customer’s contacts in its database and
send email to all of them informing them what is new in their products. Alongside with any
product purchased by the customer, an advertisement leaflets and booklets are always attached to
it. Like I said earlier, their website is their core means of promotion, which shows the image and
the information about their products. They use a fashion blogs too that inform people about the
what is new in fashion and some celebrities news, a video on model cat walking is also available
on their website. ASOS have accounts on so many social networks, e.g. Twitter, facebook,
instagram, e.t.c. they also show the pictures of their products on their page on these social
networks, people that like their page will see those pictures and be updated about their new
products.

ASOS may adopt other promotional strategies like, giving free gifts to their customers on their
birthday or giving them price reduction offer on their birthday, customer’s birthday will be
known through the information giving by them when registering online.

They should also give bonus or gift at the end of every year to promote sale, this can also be
done in terms of raffle draw, customers that patronize them by this time will have a chance to
win a big gift.

Answer to Question 4.

In the early 1970s a model was developed by Boston Consulting group to manage a portfolio of
different business unit or company’s major product line. ASOS.com has problem of identifying
its Strategic Business Units (SBU) and has challenges on allocating resources to those units,
Using BGC approach, ASOS.com must identify its SBUs and classify them according to market
growth rate and relative market share, see figure 2 for illustration:

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Fig:2

The aim of the matrix is to assist comprehend, which product a firm will need to spend more
money on and the product that should be sold off.

Stars: These are products that operate in fast growing industries and maintain high market shares,
they frequently require aggressive spending of money to fund their development, Stars generates
cash and also consume cash, Stars are expected to turn into cash cow and bring more cash flow
to the company when its industries matures.

Cash cow: This is the most profitable business unit that has greater market share in a matured but
slow growing industries, they are well established and successful SBUs that require less
investment to maintain their market share, according to growth share matrix, the cash generated
from cash cow can be spent on stars to enhance their future development, and to pay the
company’s bill and to support other SBU which needs financial support.

Question mark: These are low share SBU in high growing market, they need more close
consideration, they consume a lot of cash and still bring losses, they have tendency to increase

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market share and turn to star and after that develop to cash cow but this is not always certain,
sometimes they turn to dogs when they fail to gain market share.

Dogs: Products under this category has low market share and also operate in a slow market
growth, they may make enough money to maintain themselves but they are not source of lot of
cash, it is not advisable to spend much money on them because they bring lower cash in return.

ASOS.com must be able to pinpoint their SBUs and identify the under which category of BCG
growth matrix in which their products in, so also they must know the stage of PLC in which the
product in, this will enable them to know which product they should spend more money on.

For example, the money realized from cash cow can be utilized to increase the growth of Stars
and to launch and support Question marks so that the Stars can move to Cash Cow and Question
mark to Stars, they should also spend on extension strategies for Cash Cow so that it won’t turn
to Dogs quickly. The little amount gained from Dogs should be spent to launch a new product or
to rebrand the existing Dogs because they may not survive and they will be consuming money.

The stage of their products in PLC and the category of their products in growth matrix should be
taken into consideration if they want to decide which product they want to invest in.

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Critical Analysis

ASOS is a worldwide fashion retail online store. They offer leading-edge ‘moving fashion’ and
provide a varied series of fashion-like products, ASOS.com has become the center of a
flourishing fashion products. They offer more than 65,000 other brands and own brand products
via localized mobile and web involvements, distributing from their UK center to most nations in
the world.

Here is ASOS SWOT Analysis

Internal Strengths

Product:

A diverse and an Exclusive array of brands were featured, a diversification of product style
range, they have inventory over 22000 directly to online selling, they use great technology in
terms of websites offering which definitely increase their sales.

They sell an exclusive assortment of product classifications, comprising men’s and women’s
clothing, accessories, and shoes as well as make up.

Retain new ways to exhibit products to customer and communicating ways to make purchase,
with consumer created looks, company edited fashion developments, and the ASOS marketplace.

ASOS deliver freely to customers and free returns from its customer worldwide.

Marketing:

ASOS retains a blog on their website which includes content on a series of current areas like
music, shows, stars style and the new fashion developments.

ASOS Launched ‘buy-the-look’ feature making shoppers to buy complete fashions, instead of
single product.

They produce ASOS magazine on monthly basis, giving customer an editorial view of the ASOS
products and brands.
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ASOS make connections with its customers via social media network e.g Facebook, Youtube,
Twitter, Instagram, Google+ and Tumblr.

Financial:

ASOS is growing and expanding internationally. 64% to £332.6 million growth on sales outside
UK, ASOS also had 91% growth in the US, and 59% of their total sales is constituted by
international Business.

ASOS is achieving sales of $1.13 Billion, which will make profit of $77 million.

Operation:

Fresh international supply chain network, intensify prominence and support across ASOS’
overall supply chain.

ASOS recruits passionate and conversant workers and they all make sure the product is
uninterruptedly growing and modernizing.

Internal Weaknesses:

Brands:

Because its online only, and shoppers can not try or feel the products before purchase. Customer
cannot judge the quality.

It is difficult for customer to pay more attention on a certain product because of the diversify
product range, due to unlimited shelf space.

No way of zooming or expanding the products in order for customer to view more accurate
image of their products.

Promotion:

ASOS does not make an advertisement of any marketing network.

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No Advertisement on publication that is conversant to its target customers, for example
Glamour, Nylon, and Marie Claire, they can also advertise on blogs targeted to their customers.

Finance:

ASOS spends 100 million pounds on the free shipping every year.

Inefficient delivery system to reduce cost and poor logistics to streamline the shipping system.

About 30% of their sales are returned to the company, which makes an excessive shipping costs
for ASOS.

ASOS has being unable to reduce the cost of returns

Management/Operation:

There is logistical and costing problems as ASOS produces its products in different five
continents.

External Opportunities:

Economic:

ASOS customers are ready and willing to spend more money on unique products, this gives
advantages to the assorted, high-class brands offered by ASOS.

Consumer Trends:

There is increasing purchases by customers from mobile Platforms, like phones and tablets.

ASOS is making a plan to extend their market to developing countries, for example India.

Industry Trends:

Retailers keep innovating mobile platforms and applications where customers can view their
products via phone and tablet conveniences.

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The expansion of globalization reaches the retailers, as they are able to grow their businesses by
connecting with their customers across the whole world.

Competitors:

Their competitors have limited varieties in their products, they are unable to provide those
diverse and exclusive brands that ASOS offers.

External Threats:

Economic:

Economy instability or uncertainty which reduce the purchasing power of customers, they spend
less and are very careful on their spending, this affect ASOS and its beyond their control.

The free delivery and free returns cuts down on the cost of buying from the site.

Consumer Trends:

Interaction or direct communication with sales staff or the retailer and feeling the products in
store place an emphasis on consumer’s experience.

There can be a sudden change in taste of customers in future and preference of customer taste in
terms of fashion.

Industry Trends:

So many retailers have entered and still entering the market, they offer e-commerce only, to sell
their products.

Competitors:

Many retailers have added to their brick and mortar store by featuring an e-commerce site, so
their customers were given an option of the way to shop including option to feel and try their
products before purchase.

Sometimes competitors sell at cheaper prices than ASOS.

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Many retailers selling equally in digital and physical form can gain more brand recognition than
ASOS, because they have more customers via foot movement including their internet platform.

Conclusion

In online fashion retailing, ASOS.com has gone a long way to satisfy their customers and to
build their trust in customer’s mind, this has enhanced online buying behavior, people
purchasing online have increased rapidly especially in ASOS.com. Their sales has grown up to
34% in UK and 44% internationally, they make business expansion every year which increase
their customers and of course their sales, as at August 2013, ASOS.com has 7.1 million active
customers globally, their technology platforms have improve, they made mobile applications
which make it easier for customers to make purchase on the move, mobile sites for local
languages is another improvement which give local customers more understanding about the
products.

Customers are always satisfied with their services especially the free delivery to anywhere in the
world and free return as well, but the free return has made ASOS.com to spend more on logistics,
so also customers has the disadvantage of feeling and testing the products before purchase.

The way they promote and advertise their products is good and impressing, they advertise their
product on their websites and mobile application, so also through the ASOS magazine which
reaches wide range of potential and existing customers. ASOS marketplace is their main
promotional mix which shows the new hottest products all over the world.

They established a good customer relationship by studying and understand their customer’s
buying pattern, they collect customers information and monitor their patronage in order to
promote they likely products that appeal to them by sending them email showing and advertise
the likely products they need, and also notifying the customers about new offers and promo.

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Despite all these mentioned above and being the largest UK online fashion retailer, ASOS.com
still have difficulties in some aspects of their business, and there are still some disadvantages to
them and customers, customers are unable to feel or test the product prior the decision to
purchase, free delivery and free return all over the world makes them to spend more on logistics,
customer’s physical interaction with the seller is not there which makes some people not to
purchase online. They are unable to transform the products under the category of Question mark
and stars into Cash Cows and the management of products under the category of Dogs by
developing them to stars or question mark by using money realized from Cash Cows to promote
these products.

To make these threats and weaknesses their opportunity and strengths, I hereby make some
recommendations in the next paragragh.

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Recommendations

To encounter difficulties ASOS is facing regarding their product life cycle management and
promotion, the following recommendations are proffered:

ASOS should offer digital ways for their customers to interact with their products, like the
moving video on their website. They should make a zoom feature on their website just like
Burberry did, so that shoppers can view the products clearly before they purchase. This will
differentiate their website from competitors and pull more customers to purchase on their site.

They should start making advertisements on some media that appeal to their target customers, for
example Glamour, Nylon and Marie Claire. So also they can advertise on blogs that are also
targeted to their customers. They should make an aggressive promotion on their own labeled
products.

ASOS should improve their logistic system with their supply chain to streamline the shipping
progress, reduce cost of returns and make an impressive delivery system. They should continue
their customer relationship management.

ASOS should reduce the price of their products, especially products under the category of dogs,
to make their own label offerings and to target some customers that have low purchasing power.

ASOS should control the product life cycle of their products, applying the recommended
strategies for each stages of PLC in which each product is, for Introduction stage: sales
promotion, price penetration, distribution strategies are required. For Growth stage, Quality
maintenance and product line varieties strategies are required. For maturity stage, product
modification market modification strategies are recommended. For decline stage, diversification
is suggested. They should make Product development of their Dogs to turn them into Stars or
Question mark, this can be done by adding more styles to the products or to re-use the same
materials of these products to produce new products.

With all these recommendations ASOS.com will have more competitive advantages over their
competitors.

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References

Alcaniz, E.B., C.R. MAfe, J.A. Manzano, and S.S. Blas. 2008. “Influence of online shopping
information dependency and innovativeness on internet shopping adoption.” Online Information
Review 32 (5): 648-667.

Buzzell, Robert D., Brandley T. Gale and Ralph G.M. Sultan. (1975). “Market share- A key to
Profitability,” Harvard Business Review, pp. 97-106.

Cox, William. (1967). “Product Life Cycle as Marketing Models,“ The Journal of Business, pp.
375-384.

Danaher, Peter J., Isaac W. Wilson, and Robert Davies (2003), “A Comparison of Online and
Offline Consumer Brand loyalty,” Market Science, 22 (4), 461-76.

Dean, J., (1950). “Pricing Policies for New Products,” Harvard Business review, pp. 45-53.

Degeratu, Alexandru, Arvind Rangaswamy, and Jianan Wu (2000), “Consumer Choice Behavior
in Online and Traditional Supermarkets: The Effect of Brand Name, Price, and Other Search
Attributes,” International Journal of Research in Marketing, 17 (1), 55-78.

Dhalla, N. and S. Yuspeh, 1976, “Forget the PLC Concept!,” Harvard Business Review, 54, 102-
112.

Fox, Edward, Alan L. Montgomery, and Leonard M. Lodish (2004), “Consumer Shopping and
Spending Across Retail formats,” Journal of Business, 77 (2), S25-S60.

Goldsmith, R.E. 2002. “Explaining and Predicting Consumer Intention to Purchase Over the
Internet: An Exploratory Study,” Journal of Marketing Theory and Private 10: 22-28.

Goodman, Sam R. (1997). “Improved Marketing Analysis of Profitability, Relevant Costs, and
Life Cycle, “ Financial Executive, pp. 28-34.

Henry E. Metzner, Jerry L. Wall, and William F. Glueck, 1966. “Product Life Cycle and Stages
of Growth: An Empirical Analysis.” Academy of Management, pp. 1-4.

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Jayawardhena, C., L. T. Wright, and C. Dennis. 2007. “Consumer online: Intentions,
Orientations and Segmentation.” International Journal of Retail and Distribution Management,
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Levitt, Theodore. (1965). “Exploit the Product Life Cycle,“ Harvard Business Review, pp. 81-94.

Midgley, D.F., 1981, “Toward a Theory of the Product Life Cycle: Explaining Diversity,“
Journal of Marketing, 45, 109-115.

Patton, Arch. (1959) “Top Management’s Stake in a Product’s life Cycle, “ The Management
Review, pp. 3-26.

Rink, D and J. Swan, 1979, “PLC Research – A Literature Review,” Journal of Business
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Rossi, Peter E., Robert E. McColloch, and Greg M. Allenby (1996), “The Value of Purchase
History Data in Target Marketing,” Marketing Science, 15 (4), 321-40.

Seock, Y.K. 2003. “Analysis of Clothing website for young customer retention based on a model
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 Presentation



 Introduction of ASOS.com
• History
• Product

 Product life cycle can be describe

as a sequence of sales of a product
and profits of a product over its
lifespan.
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 

 Basically PLC has clearly four stages

i.e. Introduction stage, Growth stage,
Maturity stage and Decline stage but
before the introduction stage there is
Product development stage.
 Product and development stage.
 Introduction stage.
 Growth stage.
 Maturity stage.
 Decline stage.

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Question 2.
Usefulness of PLC to managers are:
 Profitability of a product

 Change of Marketing Policy

 Planning of Marketing Strategies
 To determine the promotion
 To set Budget
 Price Planning and decision
 Future forecast of the product
 Identification and assignation of staff

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Question 3.
 Promotion are some activities in
which the merit of a particular
product is communicated to the
customer and also persuade target
customers to purchase the product.
 Promotional mix is specific
integration of promotional methods
used for one products or a group of
products.
 Advertisement
 Sales promotion
 Personal selling
 Direct marketing
 Publicity

ASOS promote their products through:

 ASOS Websites
 ASOS Magazine
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 Email
 Customer recommendations
 Leaflets and Booklets
 Fashion Blogs
 Cat walk videos
 Social networks

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Question 4.
Boston Consulting group Matrix
 Market growth
 Relative Market Share
 Question Mark
 Stars
 Cash Cow
 Dogs

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