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新西兰代写assignment：现金牛
Cash cow relate to products with low market growth and high relative market share. These are generally previously a star until the market begins to mature and decline. For The Body Shop the range considered as ‘cash cows’ would include their body butters and facial creams. These products previously would have been classed as stars, however with the development of new products (vegan), different ingredients and scents these prime products are no longer attractive. Due to these being low market growth, The Body Shop would need to focus on a strategy which consists on low provision to maximise profits which will give the organisation more funds for investment in stars or repositioning question marks.Dogs are products with low market growth and low relative market share which can sometimes be a drain on management time and resources. It’s also predictable that organisations are likely to make a loss or very low profit. The Body Shop fragrance products would be part of the ‘dogs’ range seeing as they have a small range and The Body Shop competitors offer the same product with many alternatives. It is suggested that The Body Shop follow the strategy of either bringing in new innovations of the product or simply withdrawing it. The product-market Matrix proposed by Ansoff (1957) provides a useful framework for considering the relationship between strategic direction and marketing strategy (F. Brassington & S. Pettitt). The diagram below will present distinct opportunities, threats, resource requirements, returns and risks (F. Brassington & S. Pettitt) for The Body Shop. This will, therefore, enable to look at potential strategies for growth which can then be implemented into their marketing strategy.
现金牛指的是商场增加率低、相对商场占有率高的产品。在商场开端成熟和阑珊之前，它们一般都是明星。对美体小铺来说，被视为“摇钱树”的范围包括美体黄油和面霜。这些产品曾经会被归类为明星，但是随着新产品（素食）的发展，不同的成分和气味，这些主要产品不再有吸引力。因为商场增加率较低，美体小铺需要将重点放在一种策略上，即低拨备以完成赢利最大化，这将为安排供给更多资金，用于出资明星或重新定位的问题。狗是低商场增加和低相对商场份额的产品，有时会耗费管理时间和资源。相同可以预见的是，安排可能会出现亏损或赢利极低。美体小铺的香水产品将是“狗”系列的一部分，因为它们的产品范围很小，而美体小铺的竞争对手也供给相同的产品，还有许多其他的选择。主张美体小铺要么引进新产品，要么干脆退出。安索夫（1957）提出的产品商场矩阵为考虑战略方向和营销战略之间的联系供给了一个有用的框架（F。Brassington&S。Pettitt）。下图将为美体小铺出现不同的机会、威胁、资源需求、回报和风险（F。Brassington&S。Pettitt）。因此，这将使他们能够看到潜在的增加战略，然后将其落实到营销战略中。
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