SWOT, PEST, Product Lifecycle, Boston Matrix and the Ansoff Matrix: Marketing Models Analysis
Marketing strategies/models
In this objective I will be analysing the different marketing models
and evaluating their reliability. The marketing models I will evaluate
will be SWOT and PEST analysis, the product life cycle, the Boston
Matrix and the Ansoff Matrix.
SWOT and PEST analysis
In the previous objective, I analysed SWOT and PEST of Cadbury. These
enabled me to gain insight into the external and internal influences
that may arise which may either be beneficial or cause problems for
the launch of my product.
Product life cycle
The product life cycle shows the sales of a product over time. To be
able to market a product, Cadbury must be aware of the product life
cycle of its products. The cycle can be demonstrated as below:
Introduction
Following planning and development, the product is introduced onto the
market. This stage includes characteristics such as:
Low initial sales, due to limited knowledge and no consumer loyalty
Heavy promotion to build brand image and consumer confidence
Losses (low profits at best) due to heavy development and promotion
costs
Limited distribution levels, but high stockholding for the
manufacturer
Growth
At this stage, consumer knowledge and loyalty has grown, and the
company increases sales and begins to make profits. There may be a
growing number of competitors who may introduce similar products or
adapt their price and promotion policies.
Maturity
The maturity phase is where the profits and sales reach their peak.
Profits are being maximised, but the firm has to fight to defend its
market position. Sales are maintained by promotion, customer loyalty
and product differentiation through alternations such as new
packaging. At the end of this stage, the market becomes saturated.
Decline
This stage is where total sales fall for the company. To make up for
this, the company may reduce prices, cutting into its profit margin.
This is the end of the product and its life cycle.
The table below shows examples of where some of Cadbury’s products lie
in the product life cycle.
Stage
Example
Introduction
Snaps
Growth
Under 99 calorie range (Dairy milk)
Maturity
Dairy Milk, Twirl, Flake
Decline
Fuse
The table shows that most of Cadburys products ...
... middle of paper ...
... to get new people to try the product and
existing customers to buy more. The company should therefore use
market expansion. In the decline stage, the company should try to
re-launch the product, which would be using product or market
expansion. Market penetration could be used if a successful product
was being re-launched to increase the company’s market share, but this
would not work if the product were a dog.
The marketing models can be influenced other factors and research.
Cadbury’s competitors may affect the company’s use of the Ansoff
Matrix. The model is used to analyse the strategic direction of a
product, and if a product was placed in the market expansion, which
has medium risk strategy, and competitors also released a similar
product in this section, there will be a higher risk strategy, which
will affect the product’s performance and position in both the Boston
matrix and the product life cycle.
My questionnaire told me there was a gap in the market for my product,
and my SWOT analysis reinforced this. This then tells me that my
product should do well as a question mark, in the introduction stage
of the product life cycle and as product expansion.
In Homer's composition, The Odyssey, the roles women play are very significant. The best examples of the true nature of women occur when Odysseus encounters Circe and Calypso. These two characters illustrate the thoughts and feelings of how women how a woman feels and how they think. As the quote states, Circe and Calypso illustrate how women really can be crafty, intelligent, sneaky, disloyal, and cruel. In contrast to battles with men, Cyclops, or animals, sexual battles with women are sometimes much more difficult to win.
According to Sue Blundell’s book, Women in Ancient Greece, women at the time were given little-to-no respect or authority but Homer challenges this by placing women in powerful strong roles and referring to them in a respectful manner. He has given women a voice and
Throughout The Odyssey by Homer, many women, if not servant girls or deities, are assigned to the powerless role of mothers or seductresses. In most instances, the women are in need of support and guidance as they are weak and fragile. Without a steady male hand to guide them, these women appear to be lost and heartbroken. Women serve little function aside from mourning their men and urging them to remain safe. In many ways, the value placed on fathers and sons in The Odyssey is far greater than the bonds with mothers or daughters. Anticleia, Odysseus’ mother, cannot even exist without her son as she dies after waiting for years for him to come home. For Anticleia and other women, the entire purpose for existence is to look after, nurture, and protect their sons and husbands. However, no female character in The Odyssey is quite as complex as the grief-stricken Penelope. Some women are known for the deeds of their sons or husbands, but never for a heroic deed of their own, their personalities, and what they do them...
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In The Odyssey, Homer brings one back to Ancient Greek society through his writings about the lifestyles, perspectives, and values of the people. Trapped within a cruel, patriarchal social order society, women hold very low statuses in comparison to men. In fact, they are considered objects of male power. Homer uses female characters such as Penelope, Calypso, and Circe to show views of women and how their portrayals represent the patriarchal perspective of their male-centric society.
Homer’s Iliad is undoubtedly focused on its male characters: Achilles, primarily, but also Hector and Agamemnon. Nevertheless, it seems that the most crucial characters in the epic are female. Homer uses the characters of Thetis, Andromache, and Helen as a basis for comparison to the male characters. Homer wants his audience to see and understand the folly of his male characters in choosing war over peace, aggression over kindness, and honor over family. While the behavior of these characters clearly speaks for itself, the contrasting attitudes and behaviors of the female characters proffer an alternative; in comparison, the reader can hardly fail to concur with Homer’s message that war, aggression, and honor are misplaced and self-defeating values.
The women characters in Homer’s epic poem The Iliad are usually seen as minor characters with very little significance. The mortal characters are portrayed simply as property belonging to their male counterparts, and the immortal goddess figures are persuaded to leave the interactions with the conflict to the male figure. However, each of the conflicts and male exhibitions of power was focused around a female character in some way. The major conflicts between Agamemnon and Achilles, Menalaus and Paris, and Chryses quarrel with Agamemnon are all centered on a female character. Even though women had no real power in ancient Grecian society the women characters in Homer’s epic, both mortal and immortal, do have the power to greatly influence the
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