International Hospitality Management

This study provides a strategic analysis of Marriott Hotel Chain International in the emerging market of New Zealand. It includes SWOT analysis, PEST analysis, market growth strategy, corporate strategy directions, analysis of the market entering mode and implementation of the strategic management.

Running head: INTERNATIONAL HOSPITALITY MANAGEMENT
International Hospitality Management
Name of the Student
Name of the University
Author Note

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Table of Contents
Introduction......................................................................................................................................2
Background of hotel........................................................................................................................2
The strategic position of emerging market......................................................................................3
SWOT analysis of Hotel in the Emerging market...........................................................................4
Global Hospitality market................................................................................................................8
Marco Environmental Analysis (PEST)..........................................................................................8
Micro Environmental Analysis......................................................................................................11
Implementation of the strategy and moving forward....................................................................15
Market Growth Strategy................................................................................................................15
Conclusion.....................................................................................................................................20
Recommendation...........................................................................................................................21
References......................................................................................................................................23
Appendix........................................................................................................................................26

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Table of figures/ list of figures
Figure number Description Page
1 The SWOT Analysis 8
2 The PEST Analysis 10
3 The Porter’s Five Force Model 13
4 The Nykiels strategy matrix 17
5 The Ansoff Growth Matrix 18

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Introduction
The hospitality industry is a vast industry which includes the various other fields like the
tourism industry, traveling, cruise line, transportation, theme parks, event planning, lodging. The
word can be described as the relationship between the host and the guest (Olsen1999). One of the
major aspects of the hospitality industry is the customer satisfaction, while this fact is true even
for the majority of the other sectors and industries (Brotherton 2012). The hospitality service
alone is based on providing luxury services. This sector includes hotels and the several
departments such as food and beverage department, security department, human resource
department, accounting department, front office department and the engineering department.
While the hospitality skills include the skills of critical thinking, planning, and research,
interpersonal communication, improve the human relationship and the ability to understand
(Legrand, Chen and Sloan 2013). In this study, the Marriott chain of the hotel is selected and
being an expert on the hotel business the main aim is to develop the strategies to enter into a new
emerging market of New Zealand. The study will include analysis like PEST analysis, Porter's 5
forces, market growth strategy, corporate strategy directions, analysis of the market entering
mode and implementation of the strategic management.
Background of hotel
J. Willard Marriott founded the Marriott Hotels chains in the year 1950 and the main aim
was to make the hotel chains as a full-service resort and hotel. This venture later grew into an
international business and now the Marriott hotels have 500 hotels that are spread over 47
countries. Marriott Hotel is one of the renowned hotel brands in the world and is considered to be
one of the largest hotel chains. Marriott hotels targets both the leisure travelers and the business

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travelers and the hotels are generally located near the vacation destinations, convention centers,
airports and city centers (Marriott International 2018).
The strategic position of emerging market
Entering and expanding into the new market like New Zealand will take into account the
various market segmentation.
 Geographic segmentation- this segment considers the transport, airport and the
tourist destinations.
 Demographic Segmentation- this segment considers lifestyle (modern lifestyle),
age (25 -35 years), income (middle and upper middle class), social class (affluent
sections of the society), and gender (Male and Female).
 Psycho-graphic segmentation- this segment considers what the customer thinks
and feels about the brand (Chung et al. 2004).
All the market segments are differentiated into 7 different categories like the Airline,
pleasure package, pleasure group, pleasure FIT (free independent traveler), business group,
business FIT. It has been found through studies that the core of marketing takes into account the
experiential knowledge of the marketplaces. Understanding and obtaining the market-related
information is dependent on the market practice. One of the highlighting difficulties will be the
collecting data related to the marketplace (Aybarand Ficici 2009). Benefit segmentation is the
second stage of the hotel customer segmentation and this includes other variables like the price,
usage, psychographic, demographic and geographic variables. It is important to note that benefit
segmentation is market orientation and it is better than the other segmentations. The benefit can
be related to the satisfaction of the customers and this can define the phenomenon why

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customers purchase and seek for certain services and products. Even though the other variables
of a segmentation are descriptive, the benefit segmentation has a casual approach (Chung et al.
2004).
The first major target related to the market segmentation is the classification of the
population in statistical terms. The population is then further segmented into heterogeneous subs-
segments. Again, the benefit segmentation is considered for the population and as per the rules of
segmentation, the external and internal homogeneity is ignored. Psychographic segmentation
consists of the life cycle or lifestyle while the variables of the benefit segmentation overlap to a
great extent and they are even difficult to define (Chung et al. 2004).
Crowd sourcing is another important concept that takes into account the new ways of
adapting according to the customer preference and new industry trends. The method of Crowd
sourcing allows the companies to discover and explore innovations using fewer resources, less
time and less cost. Crowd sourcing assists and guides the local international hotel chains to enter
into the emerging markets along with maintaining the local feel. Even beyond the aspects of
globalization, crowd sourcing has the ability to improve on the personalization factor as well
(Richard 2017).
SWOT analysis of Hotel in the Emerging market
In the assignment of discussion, the particular company for the discussion and analysis is
the Marriott Hotel Chain International of New Zealand.
In the current study, the analysis of the Marriott Hotel Chain International aims for the
determination of the four key strategic areas for the identification of the strength, weakness,
opportunities, and threats (Yang, Cao and Yang2017).

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Strength: It is the factors or the characteristics that drive the hotel chain towards the peak
and gives upper hand over its competitors.
The Marriott Way: One of the biggest strength of the Marriott Hotel Chain International is their
strict and confirmed the norms of their operation. The code of conduct of the hotel industry has
been developed on the customized basis and designed by the top management (Lin 2016). Most
of the policies of the hotel industry revolve around the norms of resourcefulness.
Presence across the International/ World: Marriott Hotel Chain International has a presence
across the world and has over 600 properties under its umbrella which makes the hotel chain to
stand out in the hotel industry of the New Zealand hospitality market.
Drive for the competitive advantages: Marriott International is one of the most competitive
brands in New Zealand that continuously try to reinvent the business to combat the competition
in the market.
Power of positivity - Marriott International kept moving forward despite the continuous failure in
the New Zealand hospitality market (Lehr 2015). The positive outlook and the core strengths of
the hotel chain kept the brand rising to the extent.
Weakness: These are the areas where the hotel chain needs to improve.
Overemphasis on the standardization of the services- The chain is a system driven business and
each of the employees is bound to follow strict rules that hamper the morale of the employees in
the long run (Chung et al. 2004).

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Lack of proper health facilities- Due to the rudimentary health services in New Zealand, the
foreign visitors are deterring and lacking the interest to visit the hotel chain despite the luxurious
hospitality services.
The government of New Zealand is still prone to disruptive and arbitrary policies in the
macroeconomic levels that are hampering the expansion and the brand image of Marriott
International.
Opportunities- These are the avenues in the environment capitalizing the business brand.
Huge unexploited market- The hotel chain gain its name with its support to the LGBTQ
community and their rights and their new and special offers in the hotel chain for the same-sex
couples.
Increasing global trend- The number of individual traveling both for the purpose of work and
leisure has increased from the last decade thus affecting the profit line and the branding of the
hotel chain.
Facilities- The government of New Zealand has smoothened up the procedure of the visa
requirements that has enabled the country and the hotel chain towards a wide range of visitors
from around the world (Lee and Kwag 2017). Furthermore, tax breaks are also offered to the
foreign investors for the encouragement of the investment.
Threats- These are the factors that tend to be detrimental to the Marriott International.
Competition- The Marriott faces a lot of competition in the New Zealand hospitality market from
some of the other popular brands of hotel chains namely Hilton, Accor, IHG and more.

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Economic Recession- The global recession that has hit the business of the hospitality sector has a
bad impact on the hotel chain since they are now unable to generate revenues.
Other countries and regions like Thailand, UK are some of the examples of more
established destination for the tourists that are more preferable (Semasinghe 2016). The
downturn in the global economy and the recovery at the other regional markets are some major
threats for the business.
Figure 1; The SWOT Analysis
Source: (Martinez 2017)
OppertunitiesHugeunexploitedmarketIncreasingglobaThreatsCompetitionEconomicRecessionPrefeSWOTAnalysis

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Global Hospitality market
The Marriott International has always been on the aggressive expansion drive which is
profitable for the brand. Thought the entire empire of the brand furthermore acts as a challenging
factor towards the maintenance of proper standards of services. While entering the new century,
the patterns of the changes in lives, the challenging factors in the society are creating complex
forces that are relatable to the future of the hospitality industry (Cheng2013). The proper
scanning and identification of the factors affecting the hotel chain thus needs be done which are
likely to drive the changes. Need to a thorough understanding of the factors and variables are
thus essential that have significant impact or influence in shaping the hotel industry (Thuy 2018).
With the help of macro environmental and micro environmental analysis, the factors need to be
identified and their complex needs to be appreciated. Proper analysis needs to be done which is
basically an integral part of the procedure of strategic planning of the organization of discussion.
The following models of analysis are basically designed for the purpose to check the strategic
position of the company in the discussion.
Marco Environmental Analysis (PEST)
Changes in the macro environmental factors tend to have a major and a direct impact on
the Marriott International. PEST analysis is one of the efficient strategic tools that analyze the
macro environment of the organization (Nguyen 2016). The political, economic, social and
technological factors that tend to impact the environment of the hotel chain in the discussion are
as follows:

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Political Factors
 Limited Political Activities
 Risk of Military Invasion
 Lack of Localized Banks
 Product Labelling
 Industrial Safety Regulations
Economic Factors
 Rapidly Rising Power of New
Zealand
 Opportunities for Investors and
Exporters
 Price of Raw Materials
 Low Disposable Income
 Purchasing Manager Index and
Consumer Price Index
Social Factors
 Demographics of The Population
 Maintenance of Proper Etiquette
 Cultural Norms
 Education Level
 Environmental Consciousness
Technological Factors
 Impact of Technology on Product
Offering
 Early Stage of Development
 Booking via Applications
 Lack of Knowledge
 Social Media Platform
Figure2; The PEST Analysis
Source: (created by author)
Political Factors plays a very significant role model in the act of determination of the
relevant factors that tend to impact the hotel industry of Marriott in their long term profitability.
Some of the relevant political factors includes political stability and the essentiality of the hotel
chain and hospitality sector in the New Zealand, the possible risk of military invasion, limits on
the political activities and speech in New Zealand, lack of localized banks and minimized rate of

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fixed investments, favored trading partners, mandatory benefits of the employees, industrial
safety rules and regulations and issues of product labelling and other contractual requirements
for the Marriott International (Gkatsikou 2018).
Economic Factors- Factors such as the rate of inflation, the rate of saving, rates of foreign
exchange and the economic cycle determines the economic factors that include the total demand
and investment in the economy in case of the hotel industry in the discussion. The Marriott
International can furthermore utilize the economic factor of the New Zealand for forecasting the
trajectory of growth of the organization (Mohammad 2014). Some of the economic factors that
Marriott International should consider includes the rapidly rising power of New Zealand with
rising per capita income and GDP growth, emerging market of New Zealand with opportunities
for investors and exporters, government intervention in the market and the services that are
related, labor cost and productivity of the economy, low disposable income, high rates of
inflation in New Zealand after the global recession and weak currency of the country.
Social Factors- The culture of the society tends to impact the culture of the organization. Some
of the social factors that Marriott International needs to analyze includes skill level and the
demographics of the population, education level and standard in the industry, social conventions
and gender roles in the country, maintenance of proper etiquette and code of conduct as per the
traditional cultural norms, health, environmental consciousness and the spirit of
entrepreneurship.
Technological Factors- It is important for Marriott International to understand that apart from
the technological analysis, the hotel industry should also analyze the speed at which the industry
can be disrupted by the technology (Van Rooyen 2018). The technological analysis of Marriott

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International includes the understanding of some of the factors like the impact of the technology
of the product offerings, the impact of value chain structure in the service sector, the rate of
technological diffusion, adoption of new technologies but lack of knowledges of external
expertise in New Zealand, early stage of development of technology market, growing market of
New Zealand and current technological development by Marriott International.
Micro Environmental Analysis
Michael Porter developed five of the strongest forces that are relevant and have the
significant effect on the profitability of the firm in the industry (Buhalis and Leung 2018).
Porter’s five forces analysis is mainly the holistic strategy framework that analyses the present
competition in the market of the industry. In this assignment, Porter's five forces focus on
Marriott International and its sustainable competitive advantage in the hotel industry in New
Zealand. Apart from the strategic position, the profitable opportunities of the hotel chain can
furthermore be analyzed by the Porter’s five force model.

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Figure 3; The Porter’s Five Force Model
Source: (Camillo 2015)
The Threats of the new entrants: Marriott International faces challenges and pressure with the
new entrants in the industry that brings innovation with the implication of factors such as lower
strategy of pricing, reducing the level of costs, provision of newer value propositions to the
customers and more attractive hospitality services. It is thus important for Marriott International
to develop strategic measures and manage challenges towards the building of effective barriers
for safeguarding their brand name and competitive edges with the consideration of the following
points:
 The innovation of new product range and services for attracting new customers and
maintenance of customer loyalty in case of old customers.

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 Building economies of scale to reduce fixed cost per unit basis
 More deep researches and developments for defining the standard of Marriott
International on a regular basis (Filatotchev, Su and Bruton 2017)
 Reduction in the window of extraordinary profits that discourages the new entrants in the
competitive industry.
Bargaining Power of the suppliers: The suppliers in the relevant dominant position can diminish
the profit margin of Marriott International. Powerful suppliers of the sector and of the industry
utilize their power of negotiation for extracting a high price range from renowned brands like
Marriott International affecting the overall profitability of the hotel chain in New Zealand. Some
of the effective measures include:
 The building of an efficient supply chain with multiple suppliers in the local market of
New Zealand
 Experimentation with new designs of product for effective price management
 Development of bonding with the old and the efficient suppliers and third-party
manufacturers whose business will solely depend on the Marriott International (Le 2016).
Bargaining Power of Customers/ Buyers: The demanding nature of the customer with the
expectation of best quality services with minimum price puts pressure on the hotel chain of New
Zealand. After the global recession that hit the country and with the increased rate of inflation,
the current unemployment status of the country of New Zealand is not low (Aybar and Ficici
2009). People seek for increasing discounts and bargains makes it challenging for Marriott
International to gain profitability and customer loyalty in the long run. Some of the factors that
the hotel chain needs to consider are:

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 The building of a large customer base that will provide the hotel chain in New
Zealandwith the chance to streamline its production and the sales procedure.
 Rapid innovation of the products which can limit the customer from seeking discounts
and their powers of bargaining
 Introduction of a new range of hospitality product services that will reduce the defection
of the existing base of the customer of the Marriott International before its competitors.
Threats of the substitute products or services: The threat of a substitute service is high if the
proportion of the value is on the higher side and is increasingly different from the current
industry offerings. Some of the factors that need to be considered are:
 To develop a service-oriented platform rather than a mere product-oriented base.
 To understand the core necessities of the customer rather than only the selling part
 To increase the cost of switching off the consumer (Chung et al. 2004).
Competitive Rivalry: Intense rivalry among existing competitors drive down the price range and
diminishes the overall profitability of the hotel chain in New Zealand. Marriott International
operates in a wide and competitive market with lots of opponents and competitors and this
competition takes a toll on the overall profitability of the hotel chain. Marriott International
needs to tackle the rivalry by the consideration of the following factors:
 Development of sustainable differentiation
 Development of the scale for better competition (Cheng 2013)
 Collaboration with the targeted competitors for the increase in the size of the market

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Implementation of the strategy and moving forward
By analyzing the competitive forces of the market, the factors impacting or affecting the
profitability of Marriott International could be identified. The game changing trends that are
most affecting the hotel industry and exploiting the emerging rate of opportunities are some of
the main challenges of Marriott International towards their goals and target to reach out to
medium and long term growth in the market of New Zealand (Olsen 1999). Below are some of
the strategical measures that need to be implemented and applied for the growth in the market as
well as the scale of profitability of Marriott International in New Zealand.
Market Growth Strategy
The strategic emerging is basically an effective approach. To flourish and expand the
business of hotel chains, Marriott International requires to focus on the strategic approaches.
Some of the strategies that the hotel chain might include and implement are the porter’s generic
strategies, the Ansoff’s Matrix and the Nykiels strategy matrix for the growth.
In general, the general competitive strategies include theories of cost leadership,
differentiation and focus strategy. The cost leadership strategy will provide Marriott International
with the advantage over its rival with a gain in the competitive edge at a cost advantage. The
differentiation strategy will ensure that Marriott International has the skills and the capabilities
like marketing and technology to develop and maintain a certain degree of differentiation. This
strategy will provide a sense of loyalty to the clients towards Marriott International making the
demands less sensitive towards fluctuations in price (Gollan 2017). The focus strategy will limit
the scope of competition and will ensure that Marriott International expertise on a certain
segment and achieve leadership in the market,

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Nykiel's strategy matrix is connected to the strategy of the growth of the business. According to
this particular strategy, Marriott International should take the following actions towards the
growth and expansion of its business in the hotel chain in New Zealand.
Specialization- It is important for Marriott International to develop and launch innovative and
premium luxury hospitality services that exceed the customer expectation and the competitor's
service qualities in New Zealand's tourism and hospitality market.
Horizontal Expansion – Strategies and measures should be developed for business expansion,
brand recognition in New Zealand and in the market for luxurious and top rate tourism since
these will attract foreign visitors and revenues.
Brand Collection- The Marriott International should focus on a targeted segment of the market
like hospitality services, or luxurious rooms or exotic resort facilities or more, to aim leadership
and expertise in that particular field of the market.
Figure 4; The Nykiels strategy matrix
Source: (Thuy 2018)

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Practical Application Strategy- This strategy highlights the importance of Marriott International
to make a good relationship with its stakeholders both at the national and the international level
(Van Rooyen 2018). The statement of mission for this strategy is to ensure that Marriott
International provides the best service quality keeping a healthy relationship with the clients,
customers and the proper utilization of the sources of finances for the hotel chain in the
discussion.
Corporate Strategy Directions
The concept of corporate strategy has a very prominent position within the framework of
the contemporary business world and it is a reflection of this particular fact that the various
business enterprises are increasingly turning towards the effective use of this particular concept
for the process of their business (Hubbard, Rice and Galvin 2014). Ansoff Matrix is one of the
most commonly used tools for the formulation as well as the analysis of the corporate strategies
which are being used by a particular organization (Adamides 2015). The below given figure
provides an overview of the Ansoff Matrix-
Figure 5: The
Ansoff Growth
Matrix
Source: (Created
by the Author)
Market
Penetration

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The concept of market penetration generally refers to the strategies or the tactics that a
particular business enterprises use for the process of increasing its market share or value within
the customer base chosen by it (McManners 2016). It is significant to note that the hotel chain
Marriott primary targets the customers who belong to the affluent or the richer section of the
society and it is a reflection of this particular fact that the majority of the services provided by
the concerned hotel chain are being opted by this customer or the people belonging to this
particular customer base. The hotel chain taking the help of this particular strategy has been able
to gain a significant amount of success within the recent times.
Product Development
Marriott takes the help of regular market researches as well as studies so that they are
being able to understand the demands as well as the requirements of the customers in the best
possible manner. It is significant to note that as per the information that the concerned hotel gets
from its customers the services offered by the hotel are upgraded on a regular so that the
concerned hotel is being able to provide the best quality services to the customers.
Market Development
The concerned hotel chain takes the help of various kinds of market development
activities like effective promotion, use of innovative media campaigns, diverse kinds of youth
events and others to expand the customer base which they have currently. In addition to these,
the concerned hotel chain at the same time provides various kinds of gift cards, vouchers, combo
offers and others to the customers to attract them towards the service offered by the hotel.
Diversification

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The hotel chain presently provides a wide range of services to the customers which are not just
related to the dining and the lodging facilities that are being provided by them since the year of
their foundation. However, in the recent times, it is seen that the hotel provides the options to the
customers to use their hotels for various kinds of personal as well as professional events.
Market Entering Mode
The various business market entry strategies have gained prominence in the present times
because of the increasing number of business enterprises which are embarking on the road of
globalization to expand their business (Puranam and Vanneste 2016). However, at the same time
it needs to be said that there are various factors that the business enterprises need to take into
effective consideration during the process of expansion into the business market of the other host
nations like the kind of business market that they are likely to encounter out there, the
technological landscape of the host nation, economic framework of the concerned nation and
others (Rugman and Verbeke 2017). It is a reflection of these factors that the organizations need
to take into effect that the various kinds of market entry strategies like strategic alliances, organic
growth, merger, acquisition, and others have gained prominence (Puranam and Vanneste 2016).
Strategic alliances are one of the most commonly used market entry strategies used in the
present times and the use of this particular strategy requires the business enterprise which is
trying to enter into the business market of a particular nation to form strategic alliances with the
other companies of the host nation (Grünig and Morschett 2017). The companies which are
involved in the process of alliances share the cost as well as the profits. This enables the
organization which is trying to enter into the business market of the host nation to significantly
reduce the amount of financial and other kinds of risks faced by it while being able to use the

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customer base as well as the other resources of the companies with which it is entering into the
strategic alliance (Rugman and Verbeke 2017). The hotel chain Marriott can take the help of this
particular strategy for the process of entry into the business market of the nation of New Zealand
because of the wide range of benefits that it is likely to provide to them.
Implementation of Strategic Management
The implementation of the above-identified strategy for the process of entry into the business
market of the nation of New Zealand will require the concerned hotel chain to, first of all,
undertake a detailed analysis of the various hotel chains of the concerned nation (Howson 2016).
The concerned hotel chain after the market analysis will have to select two or three hotel s with
which it can form alliances. Furthermore, the concerned hotel chain will have to conduct various
negotiation sessions with the other hotel chains of New Zealand and depending on the outcomes
of these negotiations will have to select the best deal offered by the hotel chains of New Zealand
(Vignali 2015).
Conclusion
The hospitality service alone is based on providing luxury services. This sector includes
hotels and the several departments such as food and beverage department, security department,
human resource department, accounting department, front office department and the engineering
department. While the hospitality skills include the skills of critical thinking, planning and
research, interpersonal communication, improve the human relationship and the ability to
understand. This study included the analysis like PEST analysis, Porter's 5 forces, market growth
strategy, corporate strategy directions, analysis of the market entering mode and implementation
of the strategic management. All these analyses are done to properly analyze how Marriott will

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enter the market of New Zealand. It is significant to note that the prospects of the business
enterprises of the present times depend only on the business environment in which they are
operational but at the same time the diverse strategies that they are using for the process of their
business. The business enterprises thus need to take a detailed analysis of the environment in
which they are operating and at the same time, they also need to conduct diverse kinds of market
researchers so that they are being able to provide the products or the services as per the
requirements of the customers. Therefore, it can be said that the overall prospects of an
organization depend on the kind of business strategies that they are using for the process of their
business.
Recommendation
Owing to the growth taking place in the hospitality sector, the growth of the hotels will
primarily depend on the integral growth strategies taken up by the hotel business entities. The
three main strategies that can be implemented by the Marriott hotels is to
 Cost Leadership – Introduction of attractive discounts and free hotel stays for the
children of the parents who are involved in the Mariott Hospitality Sector
(Hotelnewsnow.com 2018).
 Launching programs that will appeal to the travelers of the emerging markets that
are heading abroad
 Customising the brand- the management of the Marriott hotels can customize the
brand so that it is better suited to the local needs and tastes. Marriott hotels can
modify their dishes, serving and the various hotel service according to the local
language, local traditions that can cater to the tastes of the customers. The local

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language can be used inside the hotel promises for effective communication with
the New Zealandese people (Hotelnewsnow.com 2018).
 Making the guests feel at home even they are abroad and traveling- it is a known
fact that a large number of people now travel to the emerging nations that are still
having the developing status. Thus, the training programs, services, and
amenities can be rolled out for the global tourists visiting New Zealand
(Hotelnewsnow.com 2018).

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Appendix
The SWOT Analysis Model
OppertunitiesHugeunexploitedmarketIncreasingglobaThreatsCompetitionEconomicRecessionPrefeSWOTAnalysis

29INTERNATIONAL HOSPITALITY MANAGEMENT
The PEST Analysis
Political Factors
 Limited Political Activities
 Risk of Military Invasion
 Lack of Localized Banks
 Product Labelling
 Industrial Safety Regulations
Economic Factors
 Rapidly Rising Power of New
Zealand
 Opportunities for Investors and
Exporters
 Price of Raw Materials
 Low Disposable Income
 Purchasing Manager Index and
Consumer Price Index
Social Factors
 Demographics of The Population
 Maintenance of Proper Etiquette
 Cultural Norms
 Education Level
 Environmental Consciousness
Technological Factors
 Impact of Technology on Product
Offering
 Early Stage of Development
 Booking via Applications
 Lack of Knowledge
 Social Media Platform

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The Porter’s Five Force Model
The Nykiels strategy matrix

31INTERNATIONAL HOSPITALITY MANAGEMENT
Ansoff: Product/Market Growth Matrix