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Project 1 (Mai) 1 Analyse the product/service portfolio offered by the company (BCG matrix) During the early 1970s, Bruce Henderson of the Boston Consulting Group created the BCG Growth share Matrix O[.]
Project 1: (Mai) Analyse the product/service portfolio offered by the company (BCG matrix) During the early 1970s, Bruce Henderson of the Boston Consulting Group created the BCG Growth-share Matrix Overall, Volution’s production portfolio appears to be well-diversified, with a mix of established and newer products that have high growth potential (a tool for portfolio planning brands include Vent-Axia, Manrose, Diffusion, National Ventilation, PAX, Breathing Buildings ) Especially, in the UK construction industry (Breathing buildings) is a significant market with highly demand for energy - efficient and sustainable ventilation solutions Volution Groups plc has a strong brand in the UK and its product are widely used in variety of applications, which is called “The UK leading natural and hybrid ventilation company between monopoly the E-stack mixing venlation systems and the Breathing buildings NVHR systems So hybrid ventilation product classified as a “STAR” in the BCG matrix Market segmentation theory Volution group company has segmented the target market according to the following factors: Geographic Segmentation: The term “geographic segmentation” is crucial for business when dividing the market into different regions dependent on gepgraphic such as “ countries, continents , zip codes, states, trading blocks, cities…” providing for Volution Group in the international markets the valuable insights into local competition customer behavior to better understand the unique needs and preferences of customer in each location, then adjust marketing and distribution strategies to access the customers By adjustment the price of transportation is important cost in the value proposition delivery Serving clients in different locations will be completely different to ensure that shipping costs are properly accounted for For example: Target market for Breathing Building’s products include The UK, Scandinavia and central Europe Demographic Segmentation: The company targets a broad range of customers in terms of the group of age (from 20-45, 45-60) , gender ( both males and femals), income, occupation (Professionals, students, house makers), life cycle stage (single student, single graduates, single people living at home/ not living at home, a young couple without children, couples with two children in college ) ethnic, generation and religion Due to the greater value that Volution Group’s products offer, the company should divide its clients into two key demographic categories: Income of the prospective customer and life cycle stage Psychographic Segmentation: Volution Group use psychographic segmentation to divide the prospective clients into different segments dependent on – Personality traits, purchasing patterns, consumption opinion, social issues opinions, leisure activity, hobbies and many other aspects Behavioral Segmentation: Behavioral segmentation divides customers into groups based on their – attitudes, knowlege, uses product, confident, ambitious, hardworking In the opinion of many marketing professionals, they suppose the behavior variables are one of good starting steps to buiding clients segments and helping to looking for functional benefits However, it focus on emotional benefits to be gained from consuming the brand and become a customer loyalty Recommend for internationalisation (Proportion of its revenue/subscription generated from international market is a good measure for international involvement The outcome of the tasks in project will determine if the company is ready yet to go international) Breathing buildings Plc is a UK company develops and commercializes lơ energy e-stack mixing ventilation systems In addition, Breathing Buildings Plc has reduced energy consumption in commercial and insudtrial buildings, to help reduce energy consumption in buildings effectively The bussiness is considered as a small-scale corporation with about 11-50 employees and reached £2.1 M ≈ (2.608.956,00$) revenue in the most recent year (Crunchbase, 2023) Breathing Buildings Plc has invested in research and development to create new products and improve its existing products, many projects has successfully implemented in the UK to attract the interest of potential investors and partners, also draw a planning to expand operations in the new markets with rapid 240,4155% in total assets of them from 2013-2017 (Endole, 2023, company check ltd, 2021) From here, we can see that the Breathing Buildings company’s performance in internal markets is good in the future Thus, it is possible for the company to internationalize when operating with a model similar to the international markets currently operating REFERENCES Breathing Buildings (2023) Hybrid ventilation Volution Ventilation UK Limited trading as Breathing Buildings Company Number: 11352032 Available at: https://www.breathingbuildings.com/ Breathing Buildings (2023) What is Mixing Ventilation? Volution Ventilation UK Limited trading as Breathing Buildings Available at: https://www.breathingbuildings.com/knowledge/what-is-mixing-ventilation/ EMBA Pro (2022) Volution Group (United Kingdom) Marketing Segmentation, Targeting, Differentiation, Positioning Solution Available at :https://embapro.com/frontpage/marketingstpcoanalysis/18941-volution-group Zander Henry (2018), Chiến lược marketing Strategy of Volution Group Plc Available at: https://www.case48.com/term-paper/Volution-Group-Plc-Marketing-Strategy-10264 Volution Group plc (2022), Annual report 2022 Available at: https://www.volutiongroupplc.com/application/files/7116/7588/0457/ Volution_Group_plc_Annual_Report_2022_-_Accessibility.pdf https://www.crunchbase.com/organization/breathing-buildings