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BCG Matrix

  The BCG Matrix, also known as the Boston Consulting Group Matrix, is a strategic management tool that helps businesses analyze their product or service portfolio based on two key factors: market growth rate and relative market share. The matrix was developed by the Boston Consulting Group in the early 1970s and is widely used for portfolio analysis and strategic decision-making (Annmarie Hanlon, 2022). The BCG Matrix consists of a four-quadrant grid, with each quadrant representing a different category of products or services as given below. Figure: Ansoff Matrix Stars: Products or services in high-growth markets with a high relative market share. Stars have the potential to generate high returns but also require significant investments to sustain their growth. These are typically products with a strong market position in rapidly growing industries (CFI Team, 2023). Question Marks (or Problem Children): Products or services in high-growth markets with a low relative market share. Que
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Ansoff Matrix

  The Ansoff Matrix, also known as the Product/Market Expansion Grid, is a two-by-two framework used by management teams and analysts to plan and evaluate growth initiatives (Kyle Peterdy, 2023). Hence, Ansoff Matrix is a widely used marketing model that evaluates growth opportunities for companies by presenting alternative combinations for new markets, products, and services, offering four strategies which is shown as below (Annmarie Hanlon, 2021). Figure: Ansoff Matrix   Each box of the Matrix links to a specific growth strategy. They are; Market Penetration: The concept of increasing sales of existing products into an existing market. Market Development: Focuses on selling existing products into new markets. Product Development: Focuses on introducing new products to an existing market. Diversification: The concept of entering a new market with altogether new products. The Ansoff Matrix provides a framework for businesses to evaluate and choose the most suitable growth strategy
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7Ps Marketing Mix (Extended/Service Marketing Mix)

  Figure: 7Ps Marketing Mix The 7Ps M arketing M ix is an extended version of the traditional 4Ps, incorporating additional elements to address the unique characteristics of service-based industries. Because of that, this marketing mix is calling as Extended Marketing Mix also in some cases. The 7Ps include Product, Price, Place, Promotion, People, Process, and Physical Evidence. This framework is particularly relevant in sectors where services play a significant role. Hence, this theory can be named as Service Marketing Mix accordingly. Below are elements of 7Ps Marketing Mix/Extended Marketing Mix / Service Marketing Mix. Product:  The product refers to the tangible or intangible goods or services that a company offers to meet the needs and wants of its target market. (Kotler P. & Armstrong G., 2018). Price:  Price is the amount of money customers are willing to pay for a product or service. It involves determining the right pricing strategy to achieve business objectives (
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4Ps Marketing Mix (Product Marketing Mix)

  Figure: 4Ps Marketing Mix The 4Ps marketing mix is a well-known framework in marketing that represents the four key elements essential for the successful marketing of a product or service. These elements are Product, Price, Place, and Promotion. The 4Ps were popularized by Neil Borden and later refined by E. Jerome McCarthy in the 1960s. This 4Ps Marketing Mix is calling as Product Marketing Mix too. Here is an overview of each element of the marketing mix. Product: The product refers to the tangible or intangible goods or services that a company offers to meet the needs and wants of its target market. (Philip Kotler & Armstrong G., 2018). Price: Price is the amount of money customers are willing to pay for a product or service. It involves determining the right pricing strategy to achieve business objectives (Nagle T. & Holden R., 2002). Place : Place, also known as distribution, involves making the product available to the target customers through appropriate chann
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The Role of Marketing

The Marketing Department is crucial in promoting an organisation’s business and mission, acting as the company’s face and coordinating materials. Its duties include reaching out to prospects, customers, investors, and the community, while creating a positive image of the company. According to the Hard Ford (2023), d epending on the company type, sector and company size, the duties of the Marketing Department may include one or more of the following: 1.  Defining and Managing the Brand: In here the department has to define identity, stand for, and company actions to create a positive customer and partner experience  (Divya Dubey, 2022). 2.  Conducting Campaigns to Manage Activities: Marketing strategically targets products and services throughout the sales cycle, producing materials and communications to effectively communicate the message  (The Hard Ford, 2023) 3.  Marketing Helps to Increase Sales: Marketing plays a crucial role in consumer education, helping customers understand th
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What is Marketing?

  There are so many definitions for Marketing. Few of them are given below. Marketing is the management process that identifies, anticipates and satisfies customer requirements profitably (The Chartered Institute of Marketing, 2021). According to Eldridge (1970), Marketing is the combination of activities designed to produce profit through ascertaining, creating, stimulating, and satisfying the needs and/or wants of a selected segment of the market. According to Philip Kotler (1980), Marketing is a social and managerial process whereby individuals and groups obtain what they need and want through creating and exchanging products and value with others. According to the Business Jargons (2021), Marketing Communication can be defined as a diverse method that an organization adopts to interchange the knowledge regarding its goods or services to its target customer base. According to Tutorials Point (2021), Marketing Communications are those techniques that an organization can use to commun
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