CONCEPTS

Ansoff Matrix

Ansoff Matrix

Effective leaders understand that they cannot stick to a “business as usual” attitude even when things are going well if their organization is to grow in the long term. They need to find new ways of growing income and appealing to new clients. Many choices are available, such as creating new products or entering new …

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Multi Cultural Marketing

Multicultural Marketing: Starbucks’ Cultural Adaptation

For a global brand and the largest coffee house chain, Starbucks had humble beginnings. Due to its successful marketing strategy, today Starbucks has around 31000 stores in the world. So, what did Starbucks do differently? The success and acceptance of Starbucks by different cultures come from its carefully planned marketing strategy – Multicultural Marketing.    …

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Niche Marketing

  Have heard of “Jack of all trades and master of none”? It rightly emphasizes the significance of specializing in a particular product, service, or market rather than being a generalist. It is true while talking about the concept of Niche Marketing. Niche marketing is targeting a defined segment of the population with a specific …

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Howard Sheth Model of Consumer Behavior

The Howard Sheth Model of Consumer Behavior was put forward by John Howard and Jagadish Sheth in the year 1969. The model is an integrated form of factors like social, psychological, cultural influences on consumer choices into a coherent sequence. It focuses on explaining consumer behavior in terms of cognitive functioning and observed testable depiction …

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BCG Matrix

The BCG matrix, also known as the Boston Consulting Group Growth-Share matrix developed by Boston Consulting Group in 1970,  is a strategic planning tool uses graphical representations of the company’s products and services in order to assist the company to decide on the products it should keep, the ones to let go and the ones …

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