BCG Matrix – In class Exercise

Marketing Management

Submitted To:
Prof. Prashant V. Yatgiri

Submitted By:

FAS 47 – Working Group A1

 Chandrakant Vadluru – 20M110

 Chitra L – 20M112

 Kislaya Srivastava – 20M123

 Paarth Raaj Gupta – 20M130

 Ritesh Naik – 20M134

 Sneha Bhujbal – 20M147

Batch – 2020-2022
 Q1.Construct the BCG matrix for Body Power Ltd. (BPL), using the  above data,
separately for 2010-2011 & 2011-2012

Ans:

BCG Matrix for 2010-11

Body Health Muscle

  shape works fitness Fit King Relax Excer
Selectorized equipment. 250.5 361.6 278.6 159.6 194.4 209.8
Plate Loaded equipment 452.5 424.5 393.6 266.8 183.4 213.9
Multi Gym equipment 354.5 382.9 406.5 302.6 194.6 214.2
Benches and racks
equipment 221.6 348.5 207.6 171.5 126.2 97.7
Cardio Fitness
equipment NIL 474.6 556.2 324.5 252.4 122.6
Spa equipment NIL 227.4 194.5 124.7 108.8 115.9
Fitness Accessories 285.9 238.5 279.6 179.4 117.5 152.6

Relative Market share for Body Shape (2010-11)

Market share/Market Market Market

growth share growth
Selectorized equipment. 0.69 4%
Plate Loaded equipment 1.07 12%
Multi Gym equipment 0.87 12%
Benches and racks
equipment 0.64 3%
Cardio Fitness equipment 0 14%
Spa equipment 0 11%
Fitness Accessories 1.02 5%

BCG Matrix for 2010-11

 Question mark 18%
Stars
0.16 16%

14%

12%

10%

0.08 8%
0.08

6%

4%

2%
Cash Cows Dogs
0 0%
1.4 1.2 1 0.8 0.6 0.4 0.2 0

BCG Matrix for 2011-12

Sales for 2011-12

Body Health Muscle

  shape works fitness Fit King Relax Excer
Selectorized Equipment. 256.51 385.47 298.10 162.15 212.67 203.93
Plate Loaded equipment 522.64 413.89 405.41 284.94 185.23 233.15
Multi Gym equipment 374.00 407.79 442.68 291.71 213.28 219.56
Benches and racks
equipment 227.36 364.18 217.15 184.36 122.54 103.27
Cardio Fitness equipment 0.00 496.43 528.39 316.39 266.03 125.67
Spa equipment 0.00 232.86 212.98 135.55 119.46 126.22
Fitness Accessories 317.06 246.85 299.17 173.12 122.79 161.15
Relative Market share (2011-12)

Market share/Market Market Market

growth share growth
Selectorized equipment. 0.67 4.04%
Plate Loaded equipment 1.26 12.12%
Multi Gym equipment 0.84 12.12%
Benches and racks
equipment 0.62 3.03%
Cardio Fitness equipment 0.00 14.14%
Spa equipment 0.00 11.11%
Fitness Accessories 1.06 5.05%

BCG Matrix for 2011-12

18.00%

0.16 16.00%

14.00%

12.00%

10.00%

0.08 8.00%
0.08

6.00%

4.00%

2.00%

0 0.00%
1.60 1.40 1.20 1.00 0.80 0.60 0.40 0.20 0.00
Q2. Are they carrying a good product portfolio? Justify your stand with relevant
reasons comparing the matrix between the two financial years
Ans: Recommendations:
1. No because selectorized equipment’s and bench and rack equipment’s have a low
market growth and subsequently a low market share as well. Hence these two are the
dogs.
2. The market growth of fitness accessories is low, which tell us it has reached its
maturity phase and Body shape has high market share in this category. Fitness
Accessories is a Cash Cow. Plate Loaded equipment and Multi Gym equipment are
the stars because both have high market share and high market growth.
3. There are two dog products and BPL has lost market share for both over the last year.
BPL should try to increase their market share in these products and try to make these
products into cash cows.
4. BPL does not sell Cardio Fitness Equipment and Spa equipment and should continue
to do so, because these are products with high market growth and will require a huge
amount of investment to cope up with the increasing market growth and since there is
only one cash cow to fund this investment BPL should avoid this investment. But if
they can make the Selectorized equipment and Benches and Racks equipment into
cash cows, they should try and invest in the cardio fitness and spa equipment as well.