Boston Consumer Group matrix

Involves the status of your product & the market: it is used in strategic direction decisions. A chart is drawn with axis of new/ existing products & new/ existing customers.

In terms of ease of acceptance of a new product aim for:

1. Existing product - Existing market;

2. New product - Existing market;

3. Existing product - New customer;

4. New product - New customer.

It is obvious to avoid the fourth option unless you have great confidence in both your design & your powers to win over the market; something to be attempted only if that market is dissatisfied with the current range of designs & re-purchases on a regular basis.

These are often drawn onto a chart to illustrate graphically the situation of the product.