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BCG MATRIX
BCG Matrix is established in 1970 by Bruce Doolin Henderson
DEFINITION
- Enhances the Multi divisional firms efforts to formulate strategies.
- BCG Matrix helps business to analyze growth opportunities by reviewing the market growth and market share of products and further help in deciding where to invest, to discontinue or develop products.
BCG MATRIX
BCG MATRIX OF APPLE
BCG MATRIX
DOG
Apple I Pod
Dog
- Low Growth
- Low Market Share
Question Mark ?
Apple MAC Book
Question Mark
- High Growth
- Low Market Share
STAR
Stars
- High Growth
- High Market Share
Apple I Phone
CASH COW
Cash Cow
- Low Growth
- High Market Share
Apple IPAD
STAR
STAR
Stars are the Leaders in business
They require heavy investment to maintain its large market
FEATURES OF STAR
It leads to large amount of cash consumption and cash generation
Attempts should be made to hold the market share otherwise the star will become a cash cow
QUESTION MARK
QUESTION MARK
Most Businesses start of as question marks.
They will absorb great amounts of cash if the market share remains unchanged
FEATURES OF
QUESTION MARK
Question Marks have potential to become star .
Investment should be high for Question Marks
CASH COW
CASH COW
They are foundation of the company and often the stars of yesterday
They generate more cash than required
FEATURES OF S
CASH COW
They extract the profits by investing as little cash as possible
They are located in an industry that is mature , not growing or declining
DOG
Dogs are cash traps
Dogs do not have much potential to bring in much cash
FEATURES OF
DOG
Business is situated in declining stage
Conclusion
- Star Strategy : Invest Profit for future growth and for earning more of market share and profit.
- Cash Cow Strategy : Use profit for finance new products and growth else where
- Question Mark Strategy : Either invest heavily in order to push the products to star status or divest in order to avoid it becoming a dog.
- Dog Strategy : Either to invest to earn market share or consider divesting
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