BCG MATRIX BCG Matrix shows the position of each SBU of F&N in the market based on their market

share and the market growth. Food and Beverage division can be categorized as star that is going to be cash cow where this unit has high market share and high market growth. In Singapore and Malaysia, F&N Food and Beverage has been successfully gaining the leadership position in the market (Fraser and Neave, Limited & Subsidiary Companies 2010). Furthermore, each product lines under Food and Beverage division generate more profit from year to year. As star, Food and Beverage will be attractive due to profit and positive cash flow produced even as the industry matures and market growth slows (Daft 2008, 249). In other units which are Properties and Publishing and Printing, F&N did not raise profit as much as targeted. Both of those divisions generate lower profit than last year. F&N Property can be categorized as question mark and F&N Publishing and Printing can be defined as dog. Both of these units will not generate much profit for F&N and must be supported by F&B sector as the most profitable unit to develop and maintain other units position. References Fraser and Neave, Limited & Subsidiary Companies. 2010. Annual Report 2010. Singapore: Fraser and Neave, Limited. Daft, R. L. 2008. New Era of Management. 2nd ed. USA: Thomson.