The Boston Matrix
The Boston Matrix is a tool used by marketing managers to make decisions on which products within their portfolio that they should market and under what category on the Boston Matrix they fall into. There are four sections to the Boston Matrix, problem child, stars, dogs and cash cows. Each category is different to one another as they represent different products on how they are selling. The Boston Matrix can be useful to a business like Cadburys as they have a wide range of products in which they can separate to these four different categories. This can determine for Cadburys which products they could possibly market.
The four different categories within the Boston Matrix are: * Problem Children
* Cash Cows
The market growth is the amount of potential consumers that could buy your product but have not bought it yet. The market share is the amount of consumers that are currently buying your product. Problem Children
This is the category for products which have a low market share within a high growth market. These products need money to develop them and also have potential for the future. A product within this section would be the new Dairy Milk Bubbly. This is because this product has just been released this year and is a new product on the market. As it being a new product on the market this means it is going to have a low market share but the overall product has potential to develop and increase its growth market. Cadbury’s could possibly market the product a bit more to get it out there. This would help them make this product reach its full potential and capability. Stars
This is the category in which products within this category have a high growth and also have a higher share within the market too. Products within this market are doing well, but still have further potential. The chocolate bar that would fit into this category would be the Aero Bubble. The reason for this is because this...
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