How high level marketing decisions drive growth?
One of the key ways marketing managers drive growth is by allocating resources to high growth markets,
as the classic BCG matrix suggests, you can take the cash flow generated from cash cows to invest in
rising stars.
There are different ways to think of the market in terms of customer groups, products, needs, etc.
If you have historic data, it's easier to identify which markets are growing the fastest.
You can fight an uphill battle to steal growth from competitors, but why bother?
Usually it's easier just to ride the wave of a market that's growing quickly, one that can easily accommodate
multiple competitors.
These types of markets are what we call supply driven.
In other words, there is tons of demand, but an undersupply providing even a mediocre product to an
undersupplied market can generate a lot of growth.