Using the Product/Market Growth Matrix
The student task in this activity is to classify the examples provided into one of the four categories on the product/market growth matrix (also sometimes referred to as Ansoff’s model).
Tools
Using the BCG Matrix
In this mini-case study, students are required to allocate $250m in funds across a firm’s four strategic business units, using the BCG matrix as their primarily guide.
Reviewing a Multi-Attribute Model
In this exercise, students review the results of a multi-attribute attitude model, which compares consumer’s perceptions of two fast food restaurants (McDonald’s and Burger King).
Creating and Interpreting a Perceptual Map
A exercise for marketing students where they create and interpret a perceptual map. Contains a download for a free online template for perceptual mapping.
Analyzing the BCG Matrix
In this activity, students are presented with several BCG matrix examples and are required to identify the positives and the concerns with the structure of the portfolio.
Reading Trends in the BCG Matrix
Students are presented with various BCG matrixes where the portfolios are tracked over time and they need to identify why the portfolios follow these patterns and what are the strategic implications.
Fun Approach to Cluster Analysis
Making cluster analysis fun and easy to understand? Sure, why not? This is a good task to get students working with simple data and seeing how market segments can be formed. But note that students will need access to Excel to undertake this activity.
Monitoring Consumer Attitudes
In this marketing exercise, the students will gain an understanding of the complexity of consumer attitudes by reviewing the output of a multi-attribute attitude model.
EXCLUSIVE MEMBER ACTIVITY
The Original Perceptual Map for the iPhone
The original perceptual map for the iPhone, as presented by Steve Jobs at the 2007 iPhone launch, is presented for student discussion, in terms of strategy, positioning, and innovation.
Product Life Cycle (PLC) Excel Template
Here is a free Excel PLC tool that you can provide to students, ideal for in-class activities, assignments, or homework tasks.