(Boston Consulting Group Matrix) BOSTON CONSULTING GROUP MATRIX (BCG)

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Presentation transcript:

(Boston Consulting Group Matrix) BOSTON CONSULTING GROUP MATRIX (BCG) The Boston Matrix (Boston Consulting Group Matrix) THE BOSTON MATRIX BOSTON CONSULTING GROUP MATRIX (BCG)

Lesson Objectives To analyse the use of Boston Matrix To understand product portfolio in relation to market share and market growth

Product portfolio

Unilever has more than 400 brands and those brands are used by 2 Unilever has more than 400 brands and those brands are used by 2.5 billion people everyday

Market Share The percentage of the market held by a company or product in relation to the total sales revenue within a specific industry

Market Growth The increase in value of the whole market. How fast the market is currently growing

What is the Boston Matrix? Is a marketing tool for analysing the product portfolio of a business. It shows whether products have high or low market share and operate in high or low market growth industries.

THE BOSTON MATRIX

Stars Market share = High Market growth = High These are successful products that tend to generate high amounts of cash for business.

Question marks (or problem child) Market share = Low Market growth = High

Cash Cows Market Share = High Market Growth = Low This is a product that has been in the market for many years and is well known.

This product does not make much profit and may be unpopular. Dogs Market Share = Low Market Growth = Low This product does not make much profit and may be unpopular.

Where in (2018) would you place Apple iPod within the Boston Matrix?

Activity Construct a Boston matrix based on the information provided to you. Identify possible marketing strategies for four possible outcomes

HOMEWORK Research on any two multinational companies, identify their product portfolio and construct a BCG matrix. Watch : https://www.youtube.com/watch?v=aflUrStMymg Read : https://www.unilever.com/brands/?page=9

Bibliography global company, Unilever. “All Brands.” Unilever Global Company Website, 20 Jan. 2018, www.unilever.com/brands/?page. Global Times. “Huawei Tops China's Smartphone Market in First Half of 2017: IiMedia Data.”Global Times, 19 Sept. 2017, www.globaltimes.cn/content/1066950.shtml. Gordon, Kyle. “Topic: Smartphones.” Statista, 18 Sept. 2017, www.statista.com/topics/840/smartphones/.