Recently I was looking around to buy a new mouse to replace my old Logitech G9, a high-end gaming mouse with multiple DPI and weight adjustments. Although already knowing a lot about eletronics and the most recent technologies, I have came across Annie’s blog https://blogs.ubc.ca/annecheng/2011/02/03/catching-up-with-technology/ , and she gave me insights into making post-purchasing decisions.
She mentions how “If technology is increasing at this rapid pace, does that mean that the products in Razar’s BCG Matrix are moving around it at a similar pace?” Applying this concept to consumption behaviour, a company can develeop a product in a pace related to the demand in the market. Logitech, a competitor of Razar, has successfully maximized the firm’s profitability by putting more or less money into marketing a specific product.
Logitech offers different mice for different purposes and consumers can purchase the one that is best suited to his or her needs. Such as the G-series for gaming purposes and the M-series for daily comfort usage. However, Logitech does not launch new products under these categories annually but only chooses to focus on a specific series from time to time. Even though Logitech is well known for its gaming mice, the G-series mice do not always remain as “stars” (high market growth and high relative share), due to a higher demand for comfort usage consumers, there would be a high market growth for this category thus a gaining a higher relative share. Therefore it makes sense how Logitech markets a different series every year accordingly to the market demand.