What is the Boston Matrix?

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33 pages
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 English
This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.
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Paul Newton has worked in IT and Project management for over 30 years and has also developed several internet based enterprises. He was a co-founder and director of ITT Ltd where he was responsible for the development and marketing of software-based management training tools. Clients included Microsof...

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Content

This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth and how it can be integrated with other strategic planning tools.

It describes how to categorize your products depending on their relative market share and market growth. As well as, how it can be used to help ensure a balanced portfolio of products and services. It explains the controversial many marketers have about using this tool guiding you how to use it effectively.

This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.

You will learn:

  • How the Boston Matrix can be integrated with other strategic planning tools
  • Why this tool is so controversial and why it has been removed from many marketing courses
  • How to categorize your products depending on their relative market share and market growth
  • Why it can be dangerous to use this tool at brand level
  • How it can be used to help ensure a balanced portfolio of products and services
  1. The Boston Matrix
  2. Classifying Products and Business Units
  3. Stars
  4. Question Marks
  5. Cash Cows
  6. Dogs
  7. Using the Boston Matrix at Brand Level
  8. A Balanced Portfolio
  9. Summary
  10. References