BCG Matrix

Presented By:
Abhin nd n ( 23030 )
Ashish Kum r Dew l ( 23038 )
Gurnoor Ch tr th ( 23006 )
N vneet K ur ( 23046 )
Shr ddh ( 23014 )
Vipin Desw l ( 23022 )
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“ The Matrix helped companies decide which markets

and business units to invest in on the basis of two
factors - Company Competitiveness and Market
Attractiveness
- BCG
BCG Growth-Share Matrix

• Developed by Bruce
Henderson
• Created in 1970
• Help large companies think
about the capital allocation
decisions.

 Wh t is the Boston Consulting Group (BCG) M trix?

• The Boston Consulting Group Matrix (BCG

Matrix), also referred to as the product portfolio
matrix, is a business planning tool used to
evaluate the strategic position of a
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 trix Products in the st r qu dr nt re in m rket
th t is growing quickly nd one where the
product(s) h ve high m rket sh re.
HIGH

Products in the question m rks qu dr nt re

in m rket th t is growing quickly but where
the product(s) h ve low m rket sh re.

Products in the c sh cows qu dr nt re in

LOW

m rket th t is growing slowly nd where

the product(s) h ve high m rket sh re.

HIGH LOW Products in the dogs qu dr nt re in

m rket th t is growing slowly nd where
the product(s) h ve low m rket sh re.
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 BCG M trix An lysis of GOOGLE
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AMUL - The Taste of India
Introduction

• Amul, is an Indian dairy cooperative society, based at Anand in

the Indian state of Gujarat and  formed in 1946.
• The Amul pattern has established itself as a uniquely
appropriate model for rural development.
• In August 2019, Amul became the rst Indian dairy company to
enter Rabobank's Global Top 20 Dairy Companies list.
•

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BCG M trix of AMUL

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STARS CASH COWS

High Growth High Market Low Growth, High Market

Share Share
This category of products is the focus of the show. Amul’s ‘Cash Cow’ is coincidentally its cow milk.
the ‘Star’- which not only brings home the bucks, Looking at it more closely, we can also summarise
but also rings in 1st in the popularity contest. that:

• Amul Ghee • Amul Butter

• Amul Ice Cream • Amul Cheese

QUESTION MARKS ? DOGS

High Growth, Low Market Low Growth, Low Market
Share Share
This category kind of suggests that the company/
As the name suggests, ‘Question Mark’ products
brand does not see much potential in these
aren’t those that have a questionable future .

•
products. The ‘Dog’ products for Amul will be
Amul Lassi falls under this category as it already
• Amul Chocolates

•
is in a highly populated market.
Amul Cookies

• Amul Pizza Cheese

TESLA - To accelerate the advent of sustainable

transport
Introduction

• Tesla Motors, American electric-automobile manufacturer. It was founded in 2003 by

American entrepreneurs Martin Eberhard and Marc Tarpenning and was named after
Serbian American inventor Nikola Tesla.
• Tesla Motors was formed to develop an electric sports car.
• Funding for the company was obtained from a variety of sources, most
notably PayPal cofounder Elon Musk, who contributed more than $30 million to the
new venture and served as chairman of the company, beginning in 2004.
• In 2008, Musk took over as CEO.

BCG M trix of TESLA

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Conclusion Conclusion

• TESLA’s main weakness lies in the

unpredictability of the green revolution. • Company must have strong incorporate

•
structure that will be able to solely focus on
TESLA’s tries to develop a valuable the vehicle aspects of its new vision.

•
ecosystem.

•
Demand of Tesla is growing and company
When it comes to conventional needs to nd ways to accommodate that
performance metrics, Tesla’s appears to be surge.

•
underperforming.

•
Tesla should track the engagement of their
Tesla remains exposed to a high risk as no followers.
certainty on future occurrences.

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JUST DO IT.
Introduction

• Nike was founded in 1964 and initially started as a company that made and sold
footwear.
• Nike started its own production unit that is involved in manufacturing high quality
shoes in low rates.
• Over time Nike has become one of, if not, the most recognizable brands in the world.
Nike is also endorsed by many other mainstream companies and athletes.
• Nike continues to create new products to stay ahead of its rising competitors like:
ADIDAS, Under Armor, and Puma.

BCG M trix of NIKE

STARS
• These products generate highest amount of
cash and have highest market growth of the
company, but there is the possibility of these
products turning into cash cow for the
company, if the growth strategies are not
CASH COWS
• These are the product that are the market
leader, and bring more of the revenue in the
company, as compare to the cash they
consume. These have more market share as
compare to market growth.

•
sustained properly.

• Footwear are the Nike’s start item, which has

16.07% of market growth and 1.97% of
This provide cash for turning the question
mark in cash cow products. Hardware,
equipment and apparels are the cash cow of
market share. Nike SHOX has also
Nike.
introduced di erent types .
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QUESTION MARKS ? DOGS

• These are the problem child of the

company, which have the more market
growth as compare to market share,
however, if the e ective strategies are made
by the company and use e ciently, then the
products can be converted into cash cow .
• These are the products which are at
breakeven point for the company, as they do
not consume much cash nor they generate
enough pro t.
• For Nike Skateboarding (Nike SB) are

•
categorized in the dog quadrant, as it is not
Converse, Jordan and Hurley are considered considered as the core skateboarding brand
as the question mark of the company. in the skateboarding community and did not
get much support from the people .
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 SONY
m ke . believe
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Introduction

• Sony Corporation is Japan based multinational company,

founded on 7th May, 1946.

• Headquarter of the company is located in Tokyo, Japan.

• S0ny Corporation operates in multiple industries, multiple

segments of company includes; home entertainment and sound,
Pictures, digital imaging products and solutions, mobile
communications, games and network services and music.

• Sony is  a leading manufacturer of consumer electronics, gaming

products, music, and movies

• MAJOR PRODUCTS: Headphones, MP3 Players, High-

resolution audio, Wireless speakers, Audio Systems, Home
Theatre

STARS CASH COWS

High Growth - High Market Low Growth - HIGH Market
Share Share
• Sony electronics division can be included into
the category of stars.
• SONY’s biggest Cash Cow is its PS4 hardware
and gaming software. The gaming segment of

• The imaging and sensing solutions of SONY

the company remained its second largest
source of revenue.

•
corporation are the leading stars in its product
portfolio.  The television business of the company is also

• one of its cash cows.

•
Other major stars in the product portfolio of
the company are SONY’s movies and music Home entertainment segment comes into the
businesses. category of cash cows.

QUESTION MARKS ? DOGS

High Growth - Low Market
Share
• Sony’s sales of audio and video systems and
digital cameras have kept dropping steadily .
Low Growth - Low Market
Share
• SONY’s Xperia smartphones are experiencing
higher competition globally from many brands,

• SONY’s new automobile project Vision-S is also

including the Chinese, South Korean, and
American brands .

•
a question mark. 

• Several of SONY’s cash cows have become

SONY has completely lost market share in the
smartphone industry .

•
question marks in recent years since their sales
have kept dropping due to the growing
competition and heavy price pressure .
Sony lunched its laptops under the brand of
VAIO but failed to satisfy the needs of
customer..

 SAMSUNG
Do Wh t You C n’t
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Introduction

The Samsung Group is a South Korean multinational conglomerate headquartered

in Samsung Town, Seoul. It comprises numerous a liated businesses, most of them
united under the Samsung brand, and is the largest South Korean business conglomerate.
As of 2020, Samsung has the 8th highest global brand value.

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 Product Line

Smartphones Tablets Watches Buds TVs

• Galaxy Z
• G•Galaxy Tab S • G•Smart Watches • Galaxy Buds • QLED

• Galaxy S
• Galaxy Tab A • Smart Fitness • AKG Headphones • Crystal UHD

• Galaxy Note • 8K TVs

• Galaxy A • 4K TVs

• Galaxy M • Full HD/HD

• Galaxy F
•
TVs

Smart TVs

 So the question rises…..

Sut ll these products which one f lls under wh t qu dr nt of BCG m trix,
let’s check out.
The BCG m trix is used s n n lytic l tool th t helps the comp ny
lloc te resources in different business vertic ls.
Using the ch rt, n lysts plot sc tter gr ph to r nk the business units (or
products) on the b sis of  their rel tive m rket sh res nd growth r tes.

STARS: Products/Businesses in high growth CASH COWS: Products/Businesses in low

markets with a high market share. growth markets with a high market share.

QUESTION MARKS: Products/Businesses in DOGS: Products/Businesses with low growth or

high growth markets with low market share. market share.
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TH AN K Y OU