10 -

• Star

• question mark

• star

• maturity

• a, not c and d as they are pre-planned

• expected product

• b or c

• a

• C

1. convenience

2. specialty

3. unsought

4. shopping

• C

• A

• b - the market reaches MAXIMUM SIZE

• b

• economies of scopee

3 generic strategies:

• cost leadership

  • low cost + broad market

• differentiation

  • uniqueness + broad market

• focus strategy

  • narrow market

  • niche

• competitive dvantage

  • efficiency (low cost) - broad

  • uniqueness (differentiation) - narrow

• market scope

  • broad - serve the mass market

  • narrow - serve a specific segment

• poor alignment between advantage and scope leads to confusion. success requires clarity and consistency

• always identify first if target market is broad or if its low cost or product service uniqueness