business portfolio

Topics: Marketing, Stock market, Product differentiation Pages: 4 (1163 words) Published: July 2, 2014


REPORT ASSIGNMENT
INTRODUCTION TO MARKETING
AC 220 2C
GROUP MEMBERS:
NAME
STUDENT ID
SITI AISHAH BINTI MOHD RAZI
2013215864
NUR IZZATI BTE ABDUL RAHMAN
2013866684
NURARTIKA BINTI MOHAMAD
2013244172
CHE FATHIN NABILA BINTI AZMI
2013851274

LECTURER’S NAME:
PM MOHD KAMAL BIN ABDUL RAHMAN

QUESTION 1

The Boston Consulting Group Approach classifies all its strategic business units (SBUs) according to the growth-share matrix. On the vertical axis, market growth rate provides a measure of market attractiveness. On the horizontal axis, relative market share serves as a measure of company strength in the market. The growth-share matrix defines four types of SBUs on McDonald major product which is selling fast food to customers : Stars

Stars are high market growth rate, high relative market share businesses or products. They often need heavy investments to finance their rapid growth. Based on the McDonald’s : On a customer-focused mission, Ray Kroc preached a motto of QSCV- quality, service, cleanliness and value. These goals became mainstays in McDonald’s customer-focuses mission statement. Applying these values, the company perfected the fast food concept which is delivering convenient, good-quality food at affordable prices. McDonald’s grew quickly to become the world’s largest fast-feeder. The fast food giant’s more than 32,000 restaurants worldwide now serve 60 million customers each day, racking up system-wide sales of more than $79 billion annually. Dogs

Dogs are low market growth rate, low relative market share businesses or products. They may generate enough cash to maintain themselves but do not promise to be large sources of cash. In the mid-1990s, McDonald fortunes began to turn. The company appeared to fall out of touch with both its mission and its customers. Customers were looking for fresher, better-tasting food, seeking healthier eating option and more contemporary atmospheres. McDonald seems challenges by new...
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