MARKETING MIX & GE MATRIX

By:Suhail Ahmed Dar Swastika Singh Sunita Kumari Soumen Dhar

Guided By:Mr.Sarfaraz Karim

Roadmap For The Presentation

ROADMAP
INTRODUCTION OF MARKETING MIX MARKETING TOOLS ABOUT GE MATRIX CLASSIFICATION STRATEGIES BCG VS GE MATRIX

MARKETING MIX

MARKETING TOOLS
Product
Price Place

Promotion

PRODUCT
Quality Features Options Style Brand name Packaging Sizes Services Warranties Returns

PRICE
The value that is put on the exchange process
List price Discount Allowances Payment period Credit terms

PROMOTION
Advertising
Personal selling Sales promotion Public relations Direct Marketing

Place (Distribution)
Channels
Coverage Locations Inventory Transport

General Electric (GE) Matrix

STRATEGIC PLANNING
It is the management task

concerned with the growth and future of business enterprise.

It provides the route map

for the firm and helps to take decision in the future with a greater awareness.

ABOUT GE MATRIX
Developed by McKinsey & Company in

1970s. GE is a model to perform business portfolio analysis on the SBUs. GE is rated in terms of Market Attractiveness & Business Strength It is an Enlarged & Sophisticated version of BCG.

Classification
Business Strength
Strong Medium

Weak

Market Attractiveness

Low

Medium

High

Market Attractiveness

Annual market growth rate Overall market size Historical profit margin Current size of market Market structure Market rivalry Demand variability Global opportunities

Business Strength
Current market share Brand image Production capacity Corporate image Profit margins relative to competitors R & D performance Promotional effectiveness

Strategies
1. Protect Position Invest to grow 1 Effort on maintaining strength 2. Invest to Build Challenge for leadership Build selectively on strength

3. Build Selectively Invest in most attractive segment Build up ability to counter competition Emphasize profitability by raising productivity

Strategies
4. Protect & Refocus Manage for current earning Defend strength 5. Selectivity for Earning 4 Protect existing program Investments in profitable segments 6. Build Selectively Specialize around limited strength Seek ways to overcome weaknesses Withdraw if indication of sustainable growth are lacking

6 5

Strategies
7. Limited Expansion for Harvest Look for ways to expand without high risk

8. Manage for Earnings Protect position in profitable 8 9 segment Upgrade product line Minimize investment 9. Divest Sell at time that will maximize cash value Cut fixed costs and avoid investment meanwhile

Study of TATA
TATA IT (Information Technology) : TCS Consumer Durable : Automobiles, Titan etc. Textiles : Tata Fabrics, West Sides etc

GE Matrix For TATA

Strong High IT

Business Strengths
Consumer Durables

Weak

Market Attractiveness
Low

Textiles

BCG & GE Matrix

Relative Position Market Attractiveness (Market Share) Market Growth Business Strength

BCG v/s GE BCG

Market Growth

GE
Market Attractiveness Market strength 9 cell Multi Business Units Secondary tools

Market share
4 cell Multi Products Primary tools

THANKING YOU