UNIVERSITY OF AGRICULTURE, FAISALABAD

(Institute of Business Management Sciences)

Course: Business Policy

Assignment Topic : BCG matrix of Nestle

Submitted to: Fakhar e Alam

Submitted by: Zahid Nawaz

Registration No: 2019-ag-6739

Degree: BBA
Semester: 8th
Nestle BCG Matrix

The BCG matrix, also known as the Boston Consulting Group matrix, is a popular
strategic planning tool used to analyze a company’s portfolio of products or
services. The BCG matrix categorizes a company’s offerings into four categories
based on their market share and market growth rate. These categories are Stars,
Question Marks, Cash Cows, and Dogs.

As a large multinational corporation, Nestle has a vast portfolio of products across

different categories. Here’s an overview of how Nestle’s products might fit into
the BCG matrix:

Stars: These are products that have a high market share in a growing market.
Nestle’s products that fall into this category include:
Nescafe coffee: Nescafe is a popular coffee brand that has a high market share
and is growing in popularity in many countries.
Nestle Purina pet food: Nestle Purina is a leading pet food brand with a high
market share in many countries.
Question marks: These are products that have a low market share in a growing
market. Nestle’s products that fall into this category include:
Health and wellness products: Nestle offers a range of health and wellness
products, including sports nutrition and weight management products. These are
relatively new offerings for Nestle and have yet to establish a significant market
share.
Plant-based products: Nestle has recently entered the plant-based food market
with products like the Awesome Burger and the Incredible Burger. These products
are still relatively new and have yet to establish a significant market share.
Cash cows: These are products that have a high market share in a mature market.
Nestle’s products that fall into this category include:
KitKat chocolate bars: KitKat is a well-established chocolate brand with a high
market share in many countries.
Nestle Cerelac baby food: Nestle Cerelac is a well-established baby food brand
with a high market share in many countries.
Dogs: These are products that have a low market share in a mature market.
Nestle’s products that fall into this category include:
Jenny Craig weight loss programs: Jenny Craig is a weight loss program that has
been struggling to gain market share in recent years.
Nestle PowerBar energy bars: PowerBar is a well-known energy bar brand that
has been losing market share to newer brands.
It’s important to note that the BCG matrix is just one tool that can be used to
analyze a company’s portfolio, and it has its limitations. While it can help identify
products that require further investment or need to be divested, it doesn’t take
into account external factors like competition or changing consumer preferences.