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BCG Matrix
•STARS.
•CASH COWS.
•QUESTION
MARKS.
•DOGS.
BCG Matrix
Strategic Business Unit
(SBU)
 SBU Product Line
1.Milk Products and
Nutrition: Nestle Everyday
Diary Whitener & Nestle
Milk.
2.Beverages: Nescafe
Classic, Nescafe Sunrise
Premium & Nescafe Ice Tea.
 SBU Product Line

1.Cooking Aids: Maggi 2

Minute Noodles, Maggi
Soups & Maggi Sauces.
2.Chocolates and
Confectionary: Nestle
Kit Kat, Nestle Milk Bar
& Nestle Munch.
BCG Matrix of
 STAR Product
• Leading coffee brands in
the Bangladesh market.
• It has a high market
share & it growth rate
is also significantly
high.
 CASH COW Product

• Repeat purchasers is
high but the rate of the
new purchasers is not
high.
• High market share but
the market growth rate
of Noodle consumption is
 Question Mark
Product
• Kit Kat has an upper
edge over its
competitors.
• Lack a significant
market share.
 DOGS
Product

•Never reached the stage

of a power brand.
•Low market share & low
market growth rate
 Post Analysis
• Nestle should diversify
its product and introduce
new product like ice
cream.
• Nestle can increase
investment in different
products to increase
market share. So that it
 Post Analysis
• Nestle can reduce investment
and try to take out the
maximum cash flow from the
cash cow product which
increases its overall
profitability.
• Dog’s items should be back up
by the cash generated by cash
cows & renovate them.
Conclusion
Any Doubts?