Market Mix

Good Essays
Topics: Marketing
UNIVERSITY OF NAIROBI
SCHOOL OF BUSINESS STUDIES - BANDARI COMPUS

KIBWANA .K. MATAKA
REG NO: D61/70919/2008

MASTERS IN BUSINESS ADMINISTRATION
ASSIGNMENT

A. IDENTIFY A FIRM OPERATING IN KENYA AND ANALYSE ITS PRODUCT MIX USING BOSTON CONSULTING GROUP MATRIX (BCG MATRIX)

B. FOR THE SAME FIRM DISCUSS HOW CHANGES IN THE MARKETING ENVIRONMENTAL FORCES IN THE LAST THREE YEARS HAS AFFECTED MARKETING ACTIVITIES.

C. IDENTIFY LAWS/ACTS IN KENYA AFFECTING MARKETING. WHAT IS THE PURPOSE OF LAW/ACTS.

A. Identify a firm operating in Kenya and analyse its product mix using Boston Consulting Group Matrix (BCG Matrix)

In order for us to discuss the identified firm operating in Kenya and analyse its product mix using Boston Consulting Group Matrix (BCG Matrix) its important to discuss Boston Consulting Group as concepts then we apply and analyse the company identified.

Boston Consulting Group Matrix which is also referred as BCG Matrix, Boston matrix, Boston Box, Boston Matrix or Boston Consulting Group analysis is a chart that has been created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business unit or product lines. Among its uses this model helps organizations to allocate resources and is used as analytical tool in branding marketing, product management, strategic management and portfolio analysis.

For the purpose of our discussion we will analyze the East African Breweries Ltd (EABL) which has an annual turnover of over 30 billion and has the largest share of beer industry in the region. The group employs more than 1000 people across East Africa. We intend to skew our discussion on the Kenyan perspective of the company.

Generally, Boston Consulting Group matrix considers two criteria the native market share and marketing growth rate.

Categorically it separates products into four areas namely:- * Stars * Question Marks * Cash Cows * Dogs
Question Marks
Under question marks

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