Juanson, Johhana Marie; Jumilla, Erika Sean; Kusuangco, Ma.

Christine;
Ong, Nico Wesley; Trinidad, Gabriel Miguel
BSA 4E Assignment No. 2
1.

Relative Market Share

High Low
Stars Question Mark
Market Growth Rate

Cash Cows Dogs

None

2. Device and consumer segment of Microsoft Corporation, can be counted amongst

the stars segments. Windows Operating systems and word processor (MS office),
Mobile application and windows related software products and services are included in
the mentioned segment. These segments have low relative market share and operate
in high sales growth industry.
Microsoft computing and Gaming segment can be included into cash cow category.
These segments operate in low sales growth industry but have high market share.
Microsoft computing and Gaming segment comprise of the following products and
services, consoles of gaming and entertainment, royalties of second and third party
video games, live subscription of Xbox platform devices and accessories, accessories
of Microsoft PC.
Microsoft Phone hardware segment comes into the category of question mark, following
products are manufactured by Microsoft in mentioned segment; Lumia and non-Lumia
phones. These segments have low relative market share and operate in high sales
growth industry.
Dogs are those segments which compete in low sales growth industry and have low
relative market share. Fortunately, none of its segments fall in this category.
Source: http://bcgmatrixanalysis.com/bcg-matrix-of-microsoft-corporation/