Nikhil Sunil Kamble

BCG Matrix of Activision Blizzard

Strategic Management Assignment
Marketing

BCG Matrix of Activision Blizzard.

BCG Matrix
BCG stands for Boston-Consulting Group Analysis, developed by Bruce
Henderson of Boston Consulting Group in the early 1970s. To help
corporations to analyse their business units, that is, their product lines. This
helps the company allocate resources and used as an analytical tool in brand
marketing, product management, strategic management, and portfolio analysis.
Some analysis of market performance by firms using its principles has called its
usefulness into question.

About the Company

Activision Blizzard Inc. is a game developing company that deals with both
console and computer based games. Some of their best games are Call of Duty,
World of Warcraft and Guitar Hero. Their 60% of the total revenue comes from
these games. Company founded in 1979 became a top developer in the year of
2007.
 BCG Matrix of UB Beverages:
Low Hig
h

M Question Marks Stars

Hig a
h r
LONDON PILSNER TAJMAHAL BEER
k
e KINGFISHER STRONG
t
G
r
Low o Dogs Cows
w KINGFISHER LAGER BEER
t KINGFISHER DRAUGHT
h
KINGFISHER BLUE
UB ICE BEER
KALYANI BLACK LABEL
Relative Market
Share
Question Marks
LONDON PILSNER - witnessed a market growth of more than 20% and targeting a
market share of 15%

Stars
- TAJMAHAL BEER- Premium Lager beer.
Demand of this beer is mainly in abroad and served in some premier hotels in India.
The demand outside is very good and it accounts for good market share in the exported beer
in India.
- KINGFISHER STRONG- growth of 36% as against a market growth of 16%, Now
achieved the No. 1 position in the strong beer segment.
Dogs

KINGFISHER DRAUGHT - has good market growth as it is proving success in its

2 years. Still, the market share is less.
KINGFISHER BLUE launched a few months back, market share occupied is less
as strong beer and lager beer segment is increasing very fast
UB ICE BEER Did not receive good response; has very low market growth.
KALYANI BLACK LABEL - One of the oldest brands launched in 1969, has low
market share - popular in east India only
 KINGFISHER LAGER BEER - market growth of 13% in comparison to the beer
industry growth of 9.4%
UBL is the market leader in all the 10 largest states of the Country.
UBL commands a market share of around 40% with 67% of the market share in the lager
beer segment.

Cows
Competitors Analysis
Low Hig
h

Question Marks Stars

M
a FIFA
Hig
h r SimCity The Simpsons Tapped Out
k Plants VS Zombies Real Racing 3
e & &
t
Whats in your handbag? The Sims Freeplay
G
r
o
Low w Dogs Cows
t
h Bejeweled Star Wars
Scrabble Battlefield
& &
Cut the Rope Warhammer Online
Relative Market

Electronic Arts
Comparing the BCG Matrix of Electronic Arts with Activision Blizzard the
information is as follows:
EA has four games as their stars, which have higher contribution to EAs market
cap than ABs stars game titles. Whereas when you look at dogs section of EA
they have three titles, which are bringing down the market cap of EA, AB has
only one game title in that section.
Except the stars section, EA lacks in the rest, three sectors when it is compared
to AB.
The market cap of EA is $25,117 Million, which is $4,009 Million less than
market cap of AB, which is $29,126 Million.