Name: Deepak Nechlani

Roll No: 119067

Class: F.Y MBA
Topic: BCG Matrix of ITC Ltd
BCG Matrix
BCG Matrix also known as the growth-share matrix is used by
organizations to classify their business units or products into 4
different categories: Dogs, Stars, Cash Cows and Question Mark.

Growth rate of an industry and the market share of a respective

business relative to the largest competitor present in the industry are
taken as the basis for the classifications, for that reason, BCG Matrix
is also called as Growth-Share Matrix.
 BCG Matrix of ITC LTD
1. Cash Cows:

 Cash cows are the products that have a high market share in a
market that has low growth.  For ITC, there is one product that
has undoubtedly been the Cash Cow and its FMCG Cigarettes.
 Having a market share of 80-85 %, ITC Cigarettes holds a
very strong hold in the market.
 The product requires very less investment to maintain its market
share and fight off any competition.

2. Stars:

 High market share product in high growth industry are

considered Stars of the organization.

 ITC’s paperboard and packaging business, Agribusiness and

Hotels are the Stars of the organization.
 The reason behind this is ITC paperboard exports Rs 2 Billion
appx.
 ITC is having over 90 hotels across the country. Also, it is the
second largest exporter in the Agri-business.

3. Question Mark:

 With stiff competition and the growing demand for ayurvedic

products has prompted ITC to go back to the drawing board,
invest in R&D and look out for improvements in their products
  ITC’s FMCG business, Personal Care business, are placed in
the Question Mark quadrant of the BCG Matrix of ITC. It is
having overall 16% market share in this industry.
 Decreasing market share due to new entrants to the market and
the introduction of new ayurvedic products and their growing
demand are the main reasons that these business units have
become Question Marks.

4. Dogs:

 ITC Infotech a specialized global full-service IT consulting &

outsourcing solutions provider focused on creating value for
Supply Chain based Industries etc.
 Heavy competition from the likes of Infosys, TCS, Accenture,
HCL etc have led to a decrease in the market share of ITC
Infotech and made it tough for the organization to survive in
such tough market scenario.

REFERENCES:
https://www.moneycontrol.com/technical-analysis/itc/ITC

https://www.coursehero.com/file/22283819/bcg-matrix-for-itc-ltd/

https://bcgmatrixanalysis.com/bcg-matrix-of-itc/

http://heartofcodes.com/itc/