This chapter introduces several tools for marketing planning. The BCG matrix (p. 30) typically reflects market share and mar- ket growth on the two axes. However, you can also use a BCGVery little profit is derived from refueling. This is viewed as matrix to reflect other measures. . Insurance and miscellaneous income has very little related expense a customer service. Easy Rider Car Rental is a single-location operation in Based on the information the manager has collected, place Smalltown, USA. A new marketing manager has been hired to analyze business and propose areas for further focus and growth potential. The manager identified the following six business units: keting focus each of the five business units on a BCG matrix with growth ential (low to high) and revenues generated (high to low) s the two axes. . Explain your placement choices. . What to do think the marketing manager should do with S2M $900,000 45% S540.000 279% $100,000 $300,000 1596 this analysis? Gross revenues per year Leisure car rentals Corporate car rentals Refueling/Fuel packages Insurance add-ons Misc. accessories (baby seats, High 5% STARS QUESTION MARKS 8% Growth potential $160,000 GPS, etc.) CASH COWS DOGS Here are some facts the manager has to consider . A new Intel plant has been built and will open within the Low High Revenues Low next six months This chapter introduces several tools for marketing planning. The BCG matrix (p. 30) typically reflects market share and mar- ket growth on the two axes. However, you can also use a BCGVery little profit is derived from refueling. This is viewed as matrix to reflect other measures. . Insurance and miscellaneous income has very little related expense a customer service. Easy Rider Car Rental is a single-location operation in Based on the information the manager has collected, place Smalltown, USA. A new marketing manager has been hired to analyze business and propose areas for further focus and growth potential. The manager identified the following six business units: keting focus each of the five business units on a BCG matrix with growth ential (low to high) and revenues generated (high to low) s the two axes. . Explain your placement choices. . What to do think the marketing manager should do with S2M $900,000 45% S540.000 279% $100,000 $300,000 1596 this analysis? Gross revenues per year Leisure car rentals Corporate car rentals Refueling/Fuel packages Insurance add-ons Misc. accessories (baby seats, High 5% STARS QUESTION MARKS 8% Growth potential $160,000 GPS, etc.) CASH COWS DOGS Here are some facts the manager has to consider . A new Intel plant has been built and will open within the Low High Revenues Low next six months