Most-used Marketing Models
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Marketing Models

Use this page to navigate through each of the Marketing Models used famously by Economists, Marketeers and Entrepreneurs worldwide.

BCG Growth Share Matrix

Subject: Product Portfolio
Author: Boston Consulting Group

The Growth-Share Matrix is used for the analysis of your product portfolio. Various product-market combinations (also referred to as PMC’s) are analyzed and categorized as; Question marks, Stars, Cash cows or Dogs. This commonly used business term indicate where a PMC is in the product life cycle. BCG Growth Share Matrix

Competitive Behaviour Model

Subject: Competitor
Author: Philip Kotler

Competitive Behaviour is an appropriate addition to the five forces model of Porter. Competitive Behaviour focuses on the “internal competitive strength” of the five competitive forces according to Porter. The model focuses on the rivalry between competitors and the strategy they choose. Competitive Behaviour Model

Ansoff Matrix

Subject: Growth Strategy
Author: Igor Ansoff

The Russian Igor Ansoff developed the Ansoff matrix, or “growth matrix” way back in 1957. Even still, this model and the terms associated with this model, are used to describe the growth strategy. The Ansoff matrix categorizes your intended growth strategy; market penetration, product development, market development and diversification. Ansoff Matrix

Confrontation Matrix

Subject: Market fit
Author: Stanford University

The confrontation matrix is the next step in your SWOT analysis. The strengths, weaknesses, opportunities and threats are the subjects you are going to confront. You will – virtually – place your organization on your market to see how well they fit. Conducting a confrontation matrix is an error-prone process.  Confrontation Matrix

MaBa Analysis

Subject: Product portfolio
Author: General Electric

In 1970, General Electric designed the MaBa analysis. The MaBa analysis is a product portfolio analysis tool, just like the BCG matrix. Unlike the BCG matrix, the MaBa analysis also takes market attractiveness into view.  MaBa Analysis

Gantt Chart

Subject: Planning
Author: Henry Laurence Gantt

The Gantt chart its roots in engineering. It is a method to plan projects and organize that goes all the way back to the year 1910. The model is suitable not only for projects in construction, but has now also proven itself in other fields. Similarly, for the planning of your marketing project.  Gantt Chart

Customer Pyramid

Subject: Current customers
Author: Jay Curry

Who are your best customers? That is the question that you can answer with the customer pyramid of Jay Curry. The customer pyramid segments converts your client base towards sales and provides an overview of that in a pyramid chart.  Customer Pyramid

Cost Benefit Model

Subject: Return-on-investment
Author: In practice developed

How much will your marketing strategy cost and how much will it profit? That question is supported within the cost-benefit analysis. Find out which investments are made at the strategic, tactical and operational levels. What does this marketing approach do in order to reach it’s goals? Cost Benefit Model

SDP Model

Subject: Target Market
Author: In practice developed

With the steps of the SDP model – Segmenting, Target market-determination and Positioning – you will then go segmenting and positioning. At this stage of your marketing plan, you will have enough solid information to divide the market into homogeneous segments. SDP Model

SFA Model

Subject: Key Strategy
Author: In practice developed

After various strategic options have worked out, you can test these options. SFA stands for suitability (suitability), feasibility (possibility) and acceptability (acceptance). You’re going to see which option best fits these criteria. The result is the most appropriate marketing strategy to meet your marketing challenge. SFA Model

Five Forces Model

Subject: Market
Author: Michael Porter

According to the well-known marketeer Michael Porter: dealing with competition is the essence of marketing. The competition is broader than just your direct competitors. His five forces model is focused on the five competitive forces that affect your business. Five Forces Model

7S Model

Subject: Organization
Author: McKinsey & Company

The global consulting firm McKinsey developed the 7S model to gain insight into soft and hard factors within an organization. These insights can help guide organizational changes. The McKinsey 7S model combines rational and hard elements with emotional and soft elements. 7S Model

SWOT Analysis

Subject: Market and organization
Author: Stanford University

The SWOT confrontation matrix is at the heart of your marketing plan. The SWOT analysis includes the conclusion of your market research and organization analysis. During your market research you have formulated opportunities and threats. Your organizational analysis results in strengths and weaknesses.  SWOT Analysis

Business Domain

Subject: Market
Author: Derek Abell

The Business Domain is also called the “Abell model” or the ”Three dimensional business model”. This model illustrates your market from a demand and supply perspective. Abell’s model lends itself well to show how your market is divided and in which segments your company is represented. Business Domain

Value Strategies Model

Subject: Strategic basis
Author: Michael Treacy and Fred Wiersema

What value does your brand or organization have within the perception of the market? Are you known as a supplier of a top-quality product or does your organization focuses on a superior operation with cost savings?  Value Strategies Model

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