1.

Pepsico products BCG Matrix example:

 Cash Cows – With a market share of 58.8% in the US,
Frito Lay is the biggest cash cow for Pepsico.
 Stars – Even though Pepsi’s share in the market has been
reduced to 8.4%, it’s still the star for Pepsico because of its
brand equity. Other stars are Aquafina, Tropicana, Gatorade,
and Mountain Dew.
 Question Marks – Since it’s a mystery whether the diet
food and soda industry will boom in the future and will
Pepsico’s products will find their place or not, Diet Pepsi,
Pepsi Max, Quaker, etc. fall in the question marks
 Dogs – seasonal products like Pepsi Real Sugar, Mtn Merry
Mash-up wich gave losses to the companie.

2. What would be an ideal composition of a product portfolio

(several products) of a company based on the BCG
matrix?

A diversified company with a balanced portfolio is in the ideal

position to use its strengths to capitalize on its growth
opportunities and potential. A balanced portfolio is one which
has:
 Stars to assure future success
 Cash cows to bring in funds for future growth
 Question marks that can be turned into the next stars with
some attention and investment