SYEDA ALIZA SHAH

BS SCM 3-A

ENROLLMENT NO: 02-16212-002

INTRO TO MARKETING ASSIGNMENT NO O1

ASSIGNMENT NO 01:

QUESTION 01: Draw a BCG matrix with the help of 2 examples

Ans: Example one is Adidas for BCD MATRIX.

EXAMPLE 01: ADIDAS BCG MATRIX:

SHOES, SNEAKERS SPORTS ITEMS,

BAGS, WATCHES
high

MARKET GROWTH RATE

(STARS) (?)
CLOTHES,
low APPERALS HATS, GLASSES

($) (DOG)

High low
RELATIVE MARKET SHARE
1. CASH COWS:
Cash cows can be defined as having a high relative market share and a low market growth rate. It
means these are producing profit in the market but with limited opportunities and not to hold or
expand their growth in the market. For Adidas, its cash cow items are clothes and apparel.
 a. STARS:
Stars can be defined as products that are the reason behind high relative market shares and high
market growth rates. For Adidas, the star’s products are shoes and sneakers, etc., because of
these company going so well, and they are causing a large part of the profit, these items are
reason to capture a prominent position of market share while having its competitors like NIKE,
ENDURE, etc.

2. QUESTION MARK:
Question market means low market share and high market growth rate. For Adidas, question
mark items are sports items, watches, bags, etc. these products have a common market share, and
they always need max promotions, some features, and price updates.

3. DOG:
Dog in the BCG matrix means low relative market share and market growth rate. The products
that are a dog for Adidas are hats and glasses because these are less selling items and less profit
generates items.

EXAMPLE 02: STARBUCKS BCG MATRIX:

food business,
health snakes etc starbucks mugs,
t-shirts, tumblers
high

(?)
MARKET (STAR)

coffee business packages coffee

and beverages bean

(CASH) (DOG)

GROWTH
RATE
 low
high low
RELATIVE MARKET SHARE
1-CASH COWS:
Cash cows mean high relative market share and low market growth rate. Starbucks’ cash
products are beverages and coffee businesses. Starbucks coffee businesses like iced caramel
macchiato, iced white chocolate mocha, etc., are trendy products. These will help Starbucks to
capture more market share but with some market growth.

2-STARS:
Stars products for Starbucks are food businesses like sandwiches, breakfast, snacks, etc.
Starbucks Ham and Swiss on baguette is one of the famous and high-profit generator items for
Starbucks. These items help Starbucks to increase its market share and market growth.

3-QUESTION MARK:
Question mark items are mugs, Starbucks T-shirts, and tumblers. These items have low market
shares. Starbucks focuses on these items by changing some features, price updates, and
maximum promotions.

4- DOGS:
Packages of coffee beans are the dog items of Starbucks due, which generates low market share
and market growth.

QUESTION 02: write your USP unique selling proposition.

UNIQUE SELLING PROPOSITION:
A unique selling proposition that makes my business better than the competitors are best quality
services, 100% natural or original products at a reasonable cost that everyone effort. My USP
should be that everything will be available anytime and everywhere.
QUESTION 03: Explain 5 Value Proposition Strategies (More for More etc.) & Positioning
in your own words & give 6 examples in each.
 PRICE

MORE SAME LESS

1. Charles and 1. Infinix 1. Chase

Keith 2. Q-Mobile 2. Target
2. eBay
MORE 3. Airtel 3. Sunoco
3. Shopify
4. Google pixel 4. South airlines 4. Utama
5. LinkedIn 5. Realme 5. Bucees
6. Adobe 6. Clif bar 6. Conoco
B
E
1. Diamond
N 2. Metro
SAME 3. Marina market
4. Zainab market
E 5. Naheed market
F 6. HSM

I
1. Ruchi
T infrastructure
limited.
S 2. Facor alloys
limited.
LESS 3. Sun lechno
overseas.
4. Zaveri Sunday
bazaar.
5. Kanauji market.
6. BSEL
infrastructure
limited.
 1. MORE TO MARE STRATEGY:

a) Charles and Keith:

The main reason for considering this is company as more for more strategy because its prices are
very high as we compare it to another same competitor. The benefits of this company are
abundant; it gives its customers the best quality products like bags, shoes, accessories, etc.

b) eBay:
The prices on eBay are high. You have to pay 12.8% price on every item sold. And its shipping
is also expensive as we compare it to other e-stores. Besides costs, eBay provides many benefits
to its customers, like its easy-to-use platform everyone easily operates. With eBay, you can post
up to 150 products for free every month.

c) Shopify:
The main Shopify price package is 79$ per month is too high, and the Shopify advance package
is $299 per month; not everyone easily affords it. According to prices, Shopify benefits are more
than other eCommerce websites. It supports a wide range of businesses, provides a Shopify
marketplace to its customers, and helps the multichannel with Shopify POS.

d) Google pixels:
The prices of google Pixel mobile are too high; not everyone can afford it. Google Pixel 7 phone
is $599, and its pro version is 899$. The product of this company is much higher as compared to
apple. The benefits of google pixels are too many as we compare it to iPhone. It provides the best
camera with a magic eraser feature. This feature is not available on iPhones.

e) LinkedIn:
Although LinkedIn is a free app, are many benefits. You can easily find jobs for yourself, and no
random person uses this platform. Only professionals can use it. It also helps influencers to
increase their reach and brand awareness. It also helps in boosting brand reputation. Besides its
benefits, LinkedIn is also offering its premium package, and the price of this package is
relatively high for everyone.

f) Adobe:
The reason to put adobe in more to more strategy is because of its price, and the pirated designs
are too creative by its artists. The price packages are also very high compared to other
photoshops. With prices, it also provides its customers with a fast-editing process, social media
graphics, best-pirated designs, marketing materials, etc.

2. SAME TO MORE STRATEGY:

 a. Infinix:
The prices of infinix mobiles are the same as other android mobiles, but its features are much
better if compared with Redmi, etc. The infinix zero x has all benefits, like it providing helio
G95 and the best charging time, and much more.

b. QMobile:
I put Qmobile in the same to more strategy because its prices are almost identical to other
android smartphones, and it’s also providing more benefits so users can quickly learn to master
the solution. It also offers the best quality features at affordable prices.

c. Airtel:
Airtel is another example of a smartphone whose prices are the same compared to other
smartphones like Samsung, lava, etc. It also provides more benefits like its features of good
quality cameras like Samsung, high storage, and much more.

d. Southwest airlines:
Southwest airline is an airline company. The main purpose of putting southwest airlines
company in the same strategy is because its price is the same as other airlines like Qatar
airways, emirates, etc. It also provides excellent benefits packages like a dollar-for-dollar
company match in the 40k plan.

e. Realme:
Realme is another example that I put it same to more strategy. The primary purpose of placing
realme in this strategy is because its prices are much more exact to other smartphones and
provide more benefits like it being easy to operate, it offers long-lasting battery time, and its
features are better than those oppo.

f. Clif bar:
Clif bar is a company that produces foods and drinks. The purpose of placing Clif bar in the
same more is because its prices are the same as bar masa, but it also provides the best quality
delicious food. Clif bars are designed for those people who need to be quick, energetic, focused
on health, etc.

3. LESS TO MORE STRATEGY:

a. Chase:
The reason for placing chase in less to more strategy is because the chase is a shopping center
with lower prices than the regular market. Besides fewer costs, chase provides more benefits to
its customers, like everything is available in one place, good quality, 24/7 customer support,
and much more. These are the reason for placing chase in this strategy.
 b. Target:
The purpose of target placing in this strategy is because it’s a shopping center with a lower price
rate and has more benefits like discount offers. Target gives its employees four days of vacation
packages in the year too, and many more.

c. Sunoco gas station food, snacks, and drinks business:

The main reason Sunoco is placing in this strategy is lower prices if we compare it to other gas
stations. Sunoco gas station food, snacks, and drinks prices are lower compared to other stations
like 7eleven. And its benefits are healthy drinks, good quality foods, all meals, breakfast, launch,
and dinner are also available in Sunoco.

d. Utama:
Utama is another example of less to more strategy. Utama is a shopping center in Malaysia. The
main reason for placing Utama in this strategy is because its prices are lower and have more
benefits like all products and items are available here, multiple retail areas too, and restaurants
and cafes are also here.

e. Bucees food business:

The primary purpose of bucees placing in less to more strategy is because its foods and drinks
are much less price as we compare it to local shops. Bucees is a gas station in the USA that
provides more benefits to its customers like everything available in this gas station is like a mini
shopping mall. Besides food and drinks, clothes and apparel are also available here.

f. Conoco:
Conoco is another gas station. The primary purpose of this gas station in this strategy is its lower
prices and more benefits. Its price compared to other gas stations and benefits are they giving its
employees paid time off for vacations, holidays, etc.

4. LESS TO SAME STRATEGY:

a. Diamond:
The main purpose of placing the diamond in this strategy is its low prices and the same benefits
as malls or grocery centers like chase, Target, etc.

b. Metro:
The main purpose of placing the metro in this strategy is due to its prices and benefits because its
benefits are the same as compared to other centers.

c. Zainab market:
The reason that the Zainab market is in this strategy is because of its prices and same benefits. It
offers less price and the same benefits like good quality, everything easily available here, etc., to
other markets.

d. Naheed market:
Naheed market is another example of this strategy. The reason is the same: its price and benefits
like everything are available in this store at low prices.

e. Hyderi supermarket:
Hyderi supermarket is another example of this strategy because of its price and benefits. Its
prices are lower and have the same benefits like good quality, everything readily available here,
etc., as other supermarkets.

f. Marina market:
The reason that the marina market is in this strategy is because of its prices and same benefits. It
offers less price and the same benefits like quality etc.

5 LESS TO LESS STRATEGY:

a. Ruchi infrastructure limited:

The main reason for this company placing in less to less strategy is because of less prices and
fewer benefits. This company offers lower prices, but with less or no benefits, like their packages
are useless. This company considers a low-level company.

b. Facor alloys limited:

The main reason for this company placing in less to less strategy is because of less prices and
fewer benefits. This company offers lower prices but with less or no benefits.

c. Sun lechno overseas:

The main reason for this company placing in less to less strategy is because of less prices and
fewer benefits. This company offers lower prices but with less or no benefits.

d. Zaveri Sunday bazaar:

The purpose of placing Zaveri Sunday bazaar in less to less strategy is because of its less and
benefits. Its prices are less although their benefits are less to like there are no good quality items
in Sunday bazaar and cheap quality products are available.

e. Kanauji market:
The purpose of placing the Kanauji market in less to less strategy is its less and benefits. Its
prices are less although their benefits are less like no good quality are available.

f. BSEL infrastructure limited:

The main reason for this company placing in less to less strategy is because of less prices and
fewer benefits. This company offers lower prices but with less or no benefits, like their
packages, which are useless and have low share rates.