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Chapter Nine
Crowdsourcing
Idea Screening
• Sales increase
• New competitors enter the market
• Price stability or decline to increase
volume
• Consumer education
• Profits increase
• Promotion and manufacturing costs gain
economies
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of scale
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Product Life-Cycle Strategies
Maturity Stage
• Slowdown in sales
• Many suppliers
• Substitute products
• Overcapacity leads to competition
• Increased promotion and R&D to
support sales and profits
• Market modifying
• Product
modifying
• Marketing mix
modifying
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Analyzing the Current
Marketing Management
Business Portfolio
Build Harvest
Increase market share Increases short-term
cash flow
Works well for question
Good for weak cash
marks
cows, question marks
Hold and dogs
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Strategic Planning
• Determine the future role
Portfolio Design of each SBU and choose
the appropriate resource
• Step 1: allocation strategy:
Analyze the current – Build
business portfolio – Hold
• Step 2: – Harvest
Shape the future – Divest
business portfolio • SBUs change positions
over time
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