BCG MATRIX

STAR

QUESTION MARK

High

Industrial
Growth
Rate

Starbucks
International
Branches/Locati
on

CASH COWS

Low
Low

Coffee Latte

VIA Instant
Coffee

Frappacino in a
bottle

DOG

High
Relative Market Share

Boston Consulting Group Matrix helps the company allocates their

resources. It has four quadrants, namely, Question Mark, Star, Cash Cows
and Dog. In the first quadrant, business operating in a high market growth,
but having a low market share. So Starbucks VIA instant coffee are to be
expanded to some stores or groceries. Starbucks International Branches or
Locations are star because it gives opportunities to the company. It also
opens doors for improvement and stability. In the third quadrant which is the
cash cows is where a company has high market share in a slow-growing
industry. Because of the Coffee Latte is available in every Starbucks and this
is one of the products that gives them high sales. Lastly, Dogs are units with
low market share in a mature slow-growing industry and Frappacino in a bottle
belongs here because it accounts a small portion of sales.