The use of a marketing framework can ensure your business permanent and growing profit. It will help you define the way of marketing your company and complete your strategy with visions for the future. Thanks to him you can to grow systematically and effectively.
Keďže však neexistuje jeden univerzálny spôsob, ktorý by dokázal pomôcť všetkým typom podnikania, rozobrali sme pre vás niekoľko úspešných a skutočne funkčných frameworkov. Každý z nich je založený na inom princípe a preto veríme, že sa s niektorým z nich určite stotožníte. Ako vám teda skratky ako napríklad STP, BCG či STDC môžu pomôcť zvýšiť zisk?
The article was revised and updated in May 2026.
The Boston matrix, the business matrix or the BCG matrix - these are all names for a marketing framework that shows the connections between the rate of business growth and the company's competitive position. It focuses primarily on product characteristics, which it divides on the basis of what revenues they have on the market and what financial burden they mean for the company itself.
The BCG matrix divides products into the following 4 quadrants:
Dogs – products that do not make money and are a financial burden for the company;
Question marks – products that are a chance for the future, however, require high financial support for start-up;
Stars – products with the best business results on the market;
Dairy cows – the main product support of the company. These products do not require large financial investments, but produce high profits. They cover losses from other products and their turnovers enable the development of new activities.
Photo source: smartinsights.com
Matica je pre manažérov firiem veľkou pomocou pri rozdeľovaní zdrojov. Jasne ukazuje, akú majú produkty nákupnú silu a vymedzuje ich pozíciu na trhu. Umožňuje ďalšiu analýzu a predpoveď vývoja produktov na trhu do budúcna, čo pomáha stanovovať marketingové ciele.
However, the framework of the Boston matrix is especially ideal for companies with a high number of products. If your company has a smaller product portfolio, or you have a start-up company, the matrix can be misleading and ineffective for you. But one of the following marketing frameworks can help you.
Framework STP – segmentation, targeting and positioning focuses primarily on company communication planning. He analyzes the relationship of the target group to the product and its price, so that he can then correctly communicate the benefits of the products and thus succeed with the customer.
The STP model is therefore focused on providing relevant products, services and communication to the right customer. You can see a simplified course of its individual phases in our small infographic.
This marketing framework can be applied almost for every type of business, regardless of the size of the product portfolio.
While the previous two frameworks focused primarily on products, brand positioning map will focus on the brand as a whole. The model allows business owners to visualize the position of the brand in the market in relation to competitors by describing consumer perceptions of brands against attributes that are key to making profits.
Brand positioning map is therefore a concept aimed at understanding what how customers perceive your brand. At the same time, it helps create a strategy for customers to see the brand as you want them to see it. It is an ideal marketing framework for branding or rebranding. It is functional for global brands, but also for small local businesses.
Z dlhodobého hľadiska sa model STDC (See Think Do Care) osvedčil ako najefektívnejší marketingový framework pre e-commerce. Zákazníkov rozdeľuje do 4 fáz rozhodovania počas nákupného procesu. Podľa STDC je totiž nevyhnutné osloviť zákazníka v tom správnom momente a na správnom mieste. Práve rozdelením zákazníkov do jednotlivých fáz viete vystihnúť situáciu, v ktorej sa práve nachádza, a adekvátnou komunikáciou ho doviesť až ku konverzii.
Photo source: jeshoots.com
The 4 decision stages during the buying process are:
SEE (to see):
- a group of people who do not yet want to buy or know your brand, but are united by a certain common purpose,
- the largest group;
THINK:
- a smaller group that is already considering a purchase,
- he already knows the brand and compares it with the competition;
TO (do)
- a small group that already buys
- the phase in which the group becomes your customers and therefore converts;
CARE
- a group of those who have already bought at least 2 times or buy regularly,
- in this phase you are addressing an existing customer.
The STDC model is very complex. It tracks what precedes the conversion, how the conversion takes place and what happens after it. It focuses on the entire range of attributes – from goals, through the target group, the content used, suitable communication channels and the budget. To maximize the potential of this marketing framework, it is necessary to use all 4 phases in relation to audience, content, channels and measurement.
The STDC model is effective for all types of business. You can easily apply it by being you create a simple table, where in the row you will have individual STDC phases and in the column attributes such as audience, content, channels and measurement. The table will show you who to attract, where and what, and at the same time you will know how to measure the success of individual steps.
Rozhodnúť sa, ktorý marketingový framework pomôže vášmu biznisu rásť najefektívnejšie, môže byť niekedy veľmi ťažké. Ešte ťažšie je však správne ho aplikovať na vaše podnikanie a využiť všetky príležitosti, ktoré ponúka. Ak si svojou marketingovou stratégiou nie ste istý ani po prečítaní nášho článku, nebojte sa napísať nám. Radi vám poradíme a nastavíme vám stratégiu tak, aby váš biznis prirodzene rástol.
