market mix and matrix

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GE matrix and marketing mix

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By: seemasharma (122 month(s) ago)

Dear sir, please send this presentation to dseemasharma@indiatimes.com . I am management student. This presentation will be very much useful to understand . Regards Seema Sharma

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MARKETING MIX & GE MATRIX:

MARKETING MIX & GE MATRIX By:- Suhail Ahmed Dar Swastika Singh Sunita Kumari Soumen Dhar Guided By:- Mr.Sarfaraz Karim

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Roadmap For The Presentation ROADMAP INTRODUCTION OF MARKETING MIX MARKETING TOOLS ABOUT GE MATRIX CLASSIFICATION BCG VS GE MATRIX STRATEGIES

MARKETING MIX:

MARKETING MIX

MARKETING TOOLS:

Product Price Place Promotion MARKETING TOOLS

PRODUCT:

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

PRICE:

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

PROMOTION:

Advertising Personal selling Sales promotion Public relations Direct Marketing PROMOTION

Place (Distribution):

Place (Distribution ) Channels Coverage Locations Inventory Transport

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General Electric (GE) Matrix

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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. STRATEGIC PLANNING

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Developed by McKinsey & Company in 1970’s. GE is a model to perform business portfolio analysis on the SBU’s. GE is rated in terms of ‘ Market Attractiveness & Business Strength ’ It is an Enlarged & Sophisticated version of BCG. ABOUT GE MATRIX

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Classification Market Attractiveness Strong Medium Weak Low Medium High Business Strength

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

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

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1 2 3 Strategies 2. Invest to Build Challenge for leadership Build selectively on strength 1. Protect Position Invest to grow Effort on maintaining strength 3. Build Selectively Invest in most attractive segment Build up ability to counter competition Emphasize profitability by raising productivity

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6 5 4 Strategies 4. Protect & Refocus Manage for current earning Defend strength 5. Selectivity for Earning 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

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7 8 9 Strategies 8. Manage for Earnings Protect position in profitable segment Upgrade product line Minimize investment 7. Limited Expansion for Harvest Look for ways to expand without high risk 9. Divest Sell at time that will maximize cash value Cut fixed costs and avoid investment meanwhile

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

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GE Matrix For TATA Business Strengths Market Attractiveness Low High Weak Strong IT Consumer Durables Textiles

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BCG & GE Matrix Market Attractiveness Business Strength Market Growth Relative Position (Market Share)

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BCG v/s GE BCG GE Market Growth Market share 4 cell Multi Products Primary tools Market Attractiveness Market strength 9 cell Multi Business Units Secondary tools

THANKING YOU:

THANKING YOU

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