ABSTRACT
This chapter discusses the traditional tools for analyzing strategic marketing issues and how they can be adapted to marketing high-tech products and services. It also discusses Porter's Five Forces model, Ansoff's growth strategy matrix, the Boston Consulting Group's (BCG) portfolio matrix, the experience curve, and the product life cycle. Porter's Five Forces model is a tool that evaluates the relative profitability of an industry. Ansoff's growth strategy matrix provides four broad strategies for growth. It describes those strategies and discusses their relevance to high-tech firms. The chapter also explains the basic concepts of the experience curve and its particular relevance to high-tech firms. The chapter provides a discussion of BCG's portfolio matrix or the growth-share matrix in its simplest and extended forms, its relationship to the experience curve, and its limitations. Finally, the chapter also provides a discussion of the familiar product life cycle, its value to firms operating in a high-tech environment and its limitations.
