The Murray Planning Matrix

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Running Head: Murray Marketing Analysis Feedback Matrix 1

The Murray Marketing Analysis Feedback Matrix

Stephen A. Murray

University of Phoenix



Murray Marketing Analysis Feedback Matrix 2

Abstract

Marketers must be knowledgeable of their products if they are to market them successfully and

efficiently. . This paper will discuss the Murray Marketing Analysis Feedback Matrix. This tool has been

developed for use by marketers to assess any level of analysis that is chosen. The Murray Market

Analysis Feedback Matrix is a hybrid of the Boston Consulting Group Matrix and The General Electric

Strategic Business Planning Grid. This paper will discuss the marketing benefits of implementing the

Murray Market Analysis Feedback Matrix in conjunction with marketing mental health to men. The

report will discuss the use of the planning matrix to address challenges in marketing mental health to

men.




The Murray Marketing Feedback Analysis Matrix

The ability to market mental health to men creates a challenge to all health care agencies.

Mental health issues are often thought of by men as threat to masculinity (Rochlen & Hoyer 2005).

Obstacles are present in creating approaches to delivering mental health services to men. Marketing

becomes an important factor in creating delivery methods for mental health services to men. Effective

marketing provides more accurate data on male client needs, opportunities for delivery, and the ability

to allocate resources to provide services (Rochlen & Hoyer 2005).

Men are reluctant to seek professional help in terms of mental health issues. Male mental

health clients will not ask specific questions about the providers credentials before beginning treatment

(Lancaster 1989). Mental health agencies have not successfully discovered methods to reducing male

client stigmas regarding mental health issues. Failure to identify successful methods can lead to a

decision to not engage in professional mental health services.

A one-size-fits-all framework is not possible in addressing the issue of promoting mental health

services to various types of men. Previous frameworks concentrate on perceptions of mental health

services. Effective marketing has the ability to change current male perceptions. In 1992, Robertson

and Fitzgerald surmised that male reluctance to mental health services could be decreased by

implementing marketing strategies in line with more common male gender roles. Exposure to

marketing materials determined that males with common gender roles were more willing to seek

mental health services (Rochlen & Hoyer, 2005).

Other studies showed that men with traditional gender role values had adverse reactions to

mental health services options; including participation in an all male support group (Rochen & Hoyer

2005). These studies did not determine a concrete method for marketing mental health services to men

or create a solid theoretical framework. The Murray Market Analysis Feedback Matrix will attempt to

provide the necessary framework for market analysis of male mental health services.




Development

Boston Consulting Group

The Boston Consulting Matrix is a planning matrix created in the early 1970s. The matrix is a

square divided into four equal quadrants. The vertical and horizontal axies measure high and low for

each quadrant. The vertical axis represents market growth rate and the horizontal axis represents

market share (NetMBA 2010). Growth simulates attractiveness and share simulates competitive

advantage. Each quadrant is represented by a symbol or icon. The upper left quadrant is defined as a

star. A star symbolizes high growth and a high market share. This quadrant should be held by the

organization. The upper right quadrant is defined by a question mark. The question mark symbolizes

high growth and low share. Companies should either invest or sell off when products are in this

quadrant. The lower left quadrant is defined by a cow. The cow simulates low growth and high share.

Cows represent low investments and high profits. The lower right quadrant is defined by a dog. A dog

symbolizes low growth and low share. Dogs should be avoided and if necessary, liquidated (Stern &

Stalk, n.d.)

Throughout the years, weaknesses to the Boston Consulting Matrix were identified. Growth and

share are only two factors determining profitability. The BCG matrix does not examine the many other

factors involved in the process (NetMBA 2010). Another weakness is that the matrix considers each

business unit (dog, cow, etc,) its own independent entity. Market definition points out a third weakness

in the matrix. The four symbols of the matrix do not have a concrete, specific definition. The definition

of the market determines the definition of the symbols. Market definition can make the difference

between star and a question mark (NetMBA 2010).

GE Strategic Planning Grid

The GE Planning Grid is a portfolio analysis tool dependent on specific agendas and issues and

the analytical detail requested (Fortenberry 2010, p.40). The GE grid is a more sophisticated revision of




the Boston Consulting Matrix to meet the demands of evolving marketing. Unline the 2 x 2 BCG matrix,

the GE grid is a 3 x 3 matrix. The vertical axis represents market attractiveness and the horizontal axis

represents business strength (Fortenberry, 2010, p.40). Attractiveness measures desireability and

strength measures product prowess (p.40).

The GE grid overcomes some of the BCG matrix weaknesses by analyzing more variables in both

attractiveness and strength. Another strength of the grid is that it is up to the different marketers to

determine the different variables for each axis (Fortenberry 2010, p.41). Therefore, marketers can

choose the most relevant variables to their product and organization. The flexibility of the GE grid is

appealing to marketers in almost any analysis as compared to the BCG matrix (Fortenberry 2010, p.43).

The GE Planning Grid does have its weaknesses. A major weakness or limitation is the value of

the realization of the multiple factors. Collecting aggregate data is difficult. Interactions between

different business units are not considered in the analysis (Value Based Management 2010). Depending

on the analytical results desired, these limitations and weaknesses can be detractors for use of the grid

by marketers.

MurrayMarketing Analysis Feedback Matrix

The Murray Marketing Analysis Matrix is a 2010 creation of Stephen Murray. The matrix

conception is based off of previous Boston Consulting Matrix and GE Planning Grid Models. Similar to

the GE planning grid, the Murray Analysis uses a 3 x 3 matrix. Similar to the Boston Consulting Matrix,

the Murray Analysis focuses on set or predetermined variables. Unlike both models, the Murray Matrix

does not analyze a specific product or service. Instead, the matrix analyzes marketing strategies through

feedback analysis and consumer response volumes.

The vertical axis of the matrix represents saturation. Saturation consists of the two variables of

market size and consumer response. Saturation and response can both be measured using the

categories of high, medium, and low. Market size can fit into any of these categories. The horizontal




axis of the matrix represents feedback analysis. Feedback analysis consists of the variables of

demographics and service offered. Feedback is measured using the categories of positive, undecided,

and negative. The Murray Matrix can be used in much the same way as the GE planning grid, but

without having to consider strategic business units within the matrix. Locations on the matrix can aid an

organization in determining the success of a particular marketing strategy for a service, rather than the

success of the service itself. Analysis of the matrix allows marketers to determine whether or not to

continue implementation of a strategy, revise a strategy, or discontinue using a particular strategy.




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is to use the Murray Matrix to analyze the efficiency and productivities of and in conjunction with other

conceptual frameworks. For example, the Murray Matrix could be used to evaluate the success of

marketing strategies implemented using the Diffusion of Innovation Strategy discussed in Fortenberry

(2010).

Conclusion

There is no perfect framework or one-size-fits-all conceptual model to implement, analyze, or

evaluate marketing strategies. Using prior successful frameworks allows market researchers to develop

new models and framework to keep up with the constant shifts and changes in marketing and markets

today. The development, experimentation, and implementation of new models, such as the Murray

Marketing Analysis Matrix, provides marketers with new tools to help increase productivity in their

organization.




References

Fortenberry, J.L. (2010). Health care marketing: Tools and techniques (3rd

. ed.). Sudbury, MA: Jones and

Bartlett

Lancaster, W. (1989). Marketing mental health services: Back to the basics. Psychiatric Annals, 19(8),

435-438

NetMBA. (2010). The BGC growth-share matrix. Retrieved June 6, 2010 from

http:B B

www.netmba.comB

strategyB

matrixB

bcgB

Rochlen, A.B, & Hoyer, W.D. (2005). Marketing mental health to men: Theoretical and practical

considerations. Journal of Clinical Psychology , 61(6), pp. 675-684

Stern, C.W., & Stalk, G. (n.d.). The BCG matrix product portfolio method. Retrieved on June 6, 2010 from

http:B B

www.valuebasedmanagement.netB

methods_bgc

Value Based Management. (2010). McKensey matrixB

GE matrix portfolio analysis model. Retrieved on

June 6, 2010 from http:B B

www.valuebasedmanagement.netB

methods

Documents

The Murray Planning Matrix