SESSION – XIV

BCG Matrix + Ansoff’s Matrix

Marketing Management
by A N Bhattacharya, SOIL, Gurugram
Today’s coverage

• Recap of the BCG Matrix (Growth – Share Matrix) (10 mins)

• Break-out room activity (10 mins + 10 mins)
• Porter’s Five Forces & the BCG Matrix (15 mins)
• Break-out room activity (10 mins + 10 mins)
• Growth Strategies for Organizations (20 mins)
• Recap of today’s topic(5 mins)
 Marketing Strategy Formation Process
STAGE-I STAGE-II STAGE-III
 What is your understanding of BCG Matrix?

• What are the different categories of portfolios a company can have?

• Why are all of them important?
• What are the characteristics of each?
• How can BCG Matrix be used by organizations?
 Breakout Room Activity - I

• How can you relate Porter’s Five Forces and the different stages in
the BCG Matrix?
• Can you suggest any strategic decision based on these relationships?

• Time : 10 mins
• Sharing : 10 mins
Porter’s Five Forces Framework BCG Matrix or the Growth Share Matrix
 What options companies have when…….

Growth Stagnates due to -

• Competition
• Market Saturation
• Product Obsolescence
 Breakout Room Activity - II

What options companies have when…….

• Growth Stagnates due to competition
• Growth stagnates due to market saturation
• Growth stagnates due to product obsolescence

• Time : 10 mins
• Sharing : 10 mins
Ansoff’s Matrix: Growth Strategy for Organizations

Existing Product New Product

New Market Existing Market
Recap of today’s topics

• BCG Matrix
• BCG & Porter’s Five Forces: The relationship
• Ansoff’s Matrix