Pages in this set

Page 1

Preview of page 1
Harry Bindloss




THE BOSTON MATRIX




1. BUILDING ­ Investment in promoting and distribution to boost sales. Appropriate for
a `problem child'.

2. HOLDING ­ Marketing spending to maintain sales. Appropriate for a `star'.

3. MILKING ­ Taking whatever profits you can without much more new investment in
the product. Appropriate…

Page 2

Preview of page 2
Harry Bindloss




The model is too simplistic in the strategies it suggests. For instance `milking' a cash
cow may mean that the product falls behind in the market and loses its market share to
other firms who are still investing in trying to develop a competitive advantage for their
product.

Comments

No comments have yet been made

Similar Business Studies resources:

See all Business Studies resources »See all resources »