ASSIGNMENT-1

PRINCIPLES OF MARKETING
CHAPTER NO. 2 (BCG MATRIX)

SUBMITTED BY: SUBMITTED TO:

MUHAMMAD MATEEN MR. M. FAROOQ JAMAL
ROLL NO. 10-NTU-5045
MBA 1ST SEMESTER
SECTION ‘A’

NATIONAL TEXTILE UNIVERSITY

NESTLE BCG MATRIX
 Stars Question Marks

?
Market Growth Rate
LowHigh

Nestle Beverages Breakfast Cereals

Cash Cows Dogs

Baby Food Items Pharmaceutical Products

High Low
Relative Market Share

Stars
The stars are the high relative market share and high market
growth. Nestle Beverages i.e. are somewhat the stars in their business,
because with the high quality and new designs which comes every now
and then makes them more popular among the customers, because
customer with upper class wants the quality and nestle offers the best
quality food items.

Question Marks
The question marks are the Breakfast Cereals. They have high
market growth but low market share. The company has to decide about
which question mark they should try to build into the stars and which one
of these should be phased out.

Cash Cows
The cash cows are their Baby Food Items i.e. nestle cerelace
and other baby food products. They have the low market growth but high
market share. Company has to take measures to make these products as
stars.

Dogs
The Pharmaceutical Products are nestle dog, because it has
low-share business with low growth market especially when we talk about
Pakistani market. The company has to think on what it can do by improving
the low share and growth market.