Question

Topic: Student Questions

Bcg Matrix Interview

Posted by Anonymous on 10/6/2009 at 5:30 PM ET 250 Points
Hello all,

A huge favour to ask. I'm writing a paper on the BCG matrix in my final year of my Degree in Business & Marketing. I'd love to support my paper with an interview that I carried out with a leading professional in the industry I have chosen to discuss.

My problem is.........I have no idea of what to ask. I can think of cliché questions:
- How is the BCG matrix applied in your organisation?
- What are the benefits your company has reaped from using the model?
- etc.
Are there any other juicy questions you would recommend I include?

Thank you all in advance.
Fiona
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RESPONSES

  • Posted on 10/6/2009 at 7:21 PM Accepted
    Possible questions:

    1. Do you formally identify brands/products as being in one of the BCG quadrants? If so, how frequently do you review/update your decisions? Are there specific cut-off points, or is there room for subjective assessment?

    2. How do you differentiate marketing plans for brands in different categories?

    3. If you don't formally identify the brands/products as being in one of the BCG quadrants, do you still recognize the various roles of the brands in your portfolio in some way? How?

    4. How do you decide on the marketing resource allocation among the brands/products your company markets? Is there an overview allocation process, or does each brand/product decide on and recommend its own marketing support/effort? How does this process work?
  • Posted by Gary Bloomer on 10/8/2009 at 10:10 AM Accepted
    Dear oneill_fi,

    Possible questions to ask whoever it is you'll be interviewing:

    1. What active steps will you be taking over the next year to convert your "stars" into your next batch of "cash cows"?

    2. How would you connect or disconnect your successes to your failures? What do each teach you about the other?

    3. When do you know you've got a winning idea or product?

    4. In terms of time and money, what would you invest in a dog to make it more valuable if you saw potential where others didn't?
    What would it take to make you change your mind?

    5. Entrepreneurship is all about taking risks and seeing what others do not see. Have you ever played a hunch and had it pay off in a major way, even when those around you were convinced you'd gone mad?

    I hope these help.

    Gary Bloomer
    Wilmington, DE, USA


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