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.
Tools
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.
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).
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.
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).
