BCG Matrix

Model: The model that use is Resources Allocation Model-In this we decide where to invest-
harvest-divest-milk the opportunity on which product portfolio.

Application – Product Portfolio Analysis.

Growth
RMS
Product Rate
iPhones 2.75X 12
Smartwatches 1.21X -2
iPad 1.36X -4
Apple TV 0.15X 7
MAC BOOK 0.11X -5

HIGH LOW

Star Question Mark

HIGH Figure 1iPhones

Figure 2TV

Figure 3Smart
LOW Watches

Figure 4iPad

Figure 5MAC

Cash Cows Dogs

Decision:

Invest Star
Harvest Question Mark
Milk Cash Cow
Divest Dogs

As Apple TV is placed far from the leader invest should not be done to this product hence
harvest the TV product.
iPhones have high RMS and growth rate to sustain that level company should invest more into
the promotion and innovation of the product.
iPad & Smart watched have high RMS but low in growth rate hence they should reduce the
investment and operating cost and make sure to be available only to their loyal customer.
As the computing industry is slowly becoming portable and mobile, the need to have laptops
and desktops are also decreasing. Hence the company needs to stop their investment,
marketing the MAC books product.