ASSIGNMENT-1

PRINCIPLES OF MARKETING
CHAPTER NO. 2 (BCG MATRIX)

SUBMITTED BY:
MUHAMMAD MATEEN ROLL NO. 10-NTU-5045 MBA 1ST SEMESTER SECTION A

SUBMITTED TO:
MR. M. FAROOQ JAMAL

NATIONAL TEXTILE UNIVERSITY

NESTLE BCG MATRIX

Stars Question Marks

Market Growth Rate Low High

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Nestle Beverages Breakfast Cereals

Cash Cows

Dogs

Baby Food Items

Pharmaceutical Products

High Low Relative Market Share

Stars
The stars are the high relative market share and high market growth. Nestle Beverages i.e. are somewhat the stars in their business, because with the high quality and new designs which comes every now and then makes them more popular among the customers, because customer with upper class wants the quality and nestle offers the best quality food items.

Question Marks
The question marks are the Breakfast Cereals. They have high market growth but low market share. The company has to decide about which question mark they should try to build into the stars and which one of these should be phased out.

Cash Cows
The cash cows are their Baby Food Items i.e. nestle cerelace and other baby food products. They have the low market growth but high market share. Company has to take measures to make these products as stars.

Dogs
The Pharmaceutical Products are nestle dog, because it has low-share business with low growth market especially when we talk about Pakistani market. The company has to think on what it can do by improving the low share and growth market.