Regions

Relative Market Share

Market Growth

North America

0.75

-11.70%

Europe Region

0.14

6.50%

Asia Pacific Region

0.08

7.70%

Latin America Region

0.03

47%

Total

-7.10%

Revenues

Star

803700

235441
45042
25249

Market Growth

8037
4504200.00%

313769

2524900.00%

23544100.00%

Cow

Dog
Relative Market Share

?
803700.00%

4504200.00%
2524900.00%

Dog
Market Share

Regions

Revenue of year 2008

Relative Market Share

(235,441 / 313,769)
= 0.75

North America

235,441.00

Europe Region

45,042.00

(45,042 / 313,769)
= 0.14

Asia Pacific Region

25,249.00

(25,249 / 313,769)
= 0.08

Latin America Region

Total

8,037.00
313,769.00

(8,037 / 313,769)
= 0.03
1

Revenue of year 2007

Sales of year 2008 Sales of year 2007

Market Growth

266,551.00

Err:509

(-31,110/266,551) x 100%
= -11.7%

42,302.00

Err:509

(2,740/42,302) x 100%
= 6.5%

23,454.00

Err:509

(1,795/23,454) x 100%
= 7.7%

5,467.00

Err:509

2,570/5,467) x 100%
= 47%

337,774.00

Err:509

(-24,005/337,774) x 100%
= -7.1%

Dogs

APR & ER holds low market share compared to NM & LA and operate in a slowly growing market.
because they generate low or negative cash returns. But this is not always the truth. Some dogs m
provide synergies for other brands or SBUs or simple act as a defense to counter competitors mov
deeper analysis of each brand or SBU to make sure they are not worth investing in or have to be d
choices: Retrenchment, divestiture, liquidation
Cash cows

North America is the most profitable Region and should be milked to provide as much cash as po
invested into stars to support their further growth. According to growth-share matrix, corporates sho
but only to support them so they can maintain their current market share. Again, this is not always
corporations or SBUs that are capable of innovating new products or processes, which may becom
cash cows, they would not be capable of such innovations.
diversification, divestiture, retrenchment
Question marks

Latin America requires much closer consideration. They hold low market share in fast growing mar
incurring losses. It has potential to gain market share and become a star, which would later becom
succeed and even after large amount of investments they struggle to gain market share and event
close consideration to decide if they are worth investing in or not.
Market penetration, market development, product development, divestiture

Asia Pacific Region(APR) & Europe Region(ER)

North America(NA)

Latin America(LA)