![]() As the lockdown unfolds, certain consumer categories are seeing growth while others are shrinking. ![]() Understanding the tool The relative market share indicates incremental cash generation. The spending sentiment during the pandemic reflects the changing needs of the consumer and marketers need to react accordingly. Learn more about each quadrant of the BCG Matrix with Facebook as an example. There is a potential to target specific micro-markets further along recovery to 'normal'. It was found in 2004 by Mark Zuckerberg while he was studying at Harvard along with a few other friends. Its headquarters are in Menlo Park, California. Only 11% of metro and Tier 1 cities are non-hotspots compared to 73% of rural and sub districts which are non-hotspots. is an American multinational company that focuses on social media and technology. According to the report, ‘near term potential exists in pockets.’ While the entire country is affected by the epidemic one must note that 22 States account for only 20% of Covid-19 related cases. The report suggests the need to look at the Covid-19 crisis in India from a microeconomic point of view rather than a macroeconomic one. Boston Consulting Group (BCG) and Facebook have released a joint report called ‘Turn the Tide: Unlock the New Consumer Path to Purchase’ to analyze how the new normal has transformed the purchase pathway and its impact on business. The BCG Matrix was built on the logic that market leadership results in sustainable superior returns and high growth rates indicate the markets where leadership should be built.
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