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    BCG Matrix

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    Kochappen Ipe Kumar
    The BCG Growth-Share Matrix is a portfolio planning model developed in the 1970s by Bruce Henderson of Boston Consulting Group. It classifies a company's business units into four categories - Stars, Cash Cows, Dogs and Question Marks - based on their market growth and relative market share. Market growth indicates industry attractiveness while market share represents competitive advantage. The BCG Matrix analysis for ITC Ltd. identifies Hotels, Paperboards/Packaging and Agri business as Stars, FMCG-Cigarettes as Cash Cows, and possibly ITC Infotech as Dogs.

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    BCG Matrix

    Uploaded by

    Kochappen Ipe Kumar
    6 views5 pages
    The BCG Growth-Share Matrix is a portfolio planning model developed in the 1970s by Bruce Henderson of Boston Consulting Group. It classifies a company's business units into four categories - Stars, Cash Cows, Dogs and Question Marks - based on their market growth and relative market share. Market growth indicates industry attractiveness while market share represents competitive advantage. The BCG Matrix analysis for ITC Ltd. identifies Hotels, Paperboards/Packaging and Agri business as Stars, FMCG-Cigarettes as Cash Cows, and possibly ITC Infotech as Dogs.

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    The BCG Growth-Share Matrix is a portfolio planning model developed in the 1970s by Bruce Henderson of Boston Consulting Group. It classifies a company's business units into four categories - Stars, Cash Cows, Dogs and Question Marks - based on their market growth and relative market share. Market growth indicates industry attractiveness while market share represents competitive advantage. The BCG Matrix analysis for ITC Ltd. identifies Hotels, Paperboards/Packaging and Agri business as Stars, FMCG-Cigarettes as Cash Cows, and possibly ITC Infotech as Dogs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as ppt, pdf, or txt
    6 views5 pages

    BCG Matrix

    Uploaded by

    Kochappen Ipe Kumar
    The BCG Growth-Share Matrix is a portfolio planning model developed in the 1970s by Bruce Henderson of Boston Consulting Group. It classifies a company's business units into four categories - Stars, Cash Cows, Dogs and Question Marks - based on their market growth and relative market share. Market growth indicates industry attractiveness while market share represents competitive advantage. The BCG Matrix analysis for ITC Ltd. identifies Hotels, Paperboards/Packaging and Agri business as Stars, FMCG-Cigarettes as Cash Cows, and possibly ITC Infotech as Dogs.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    BCG MATRIX

    BCG MATRIX

    • The BCG Growth-Share Matrix is a


    portfolio planning model developed by
    Bruce Henderson of the Boston
    Consulting Group in the early 1970's.
    • It is based on the observation that a
    company's business units can be
    classified into four categories based on
    combinations of market growth and
    market share relative to the largest
    competitor hence the name "growth-
    share".
    BCG MATRIX

    • Market growth serves as a proxy for


    industry attractiveness, and relative
    market share serves as a proxy for
    competitive advantage
    The BCG Matrix for ITC
    Ltd.
    Stars ?
    •Hotels •FMCG- Others
    •Paperboards/
    Packaging.
    •Agri business.

    Cows Dogs
    •FMCG-Cigarettes •Maybe ITC Infotech.

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