BCG MATRIX:

STARS QUESTION MARKS

1. Ready to wear (RTW) 1. Denim
2. Men’s Wear 2. Sapphire Footwear
3. Kids Wear 3. Sapphire Fragrances
High market share with high market Low market share with high market
growth growth

CASH COWS DOGS

Home textiles 1. Unstitched fabrics
High market share with low market growth 2. Accessories
Low market share with low market growth

Business Unit Relative Market BCG Justification

Market Growth Category
Share Rate
Ready-to-wear 25% 15% Star Sapphire Textiles Pakistan, the largest RTW
(RTW) High High retailer in Pakistan, has a market share
exceeding 25%. The RTW market is projected to
record a CAGR of over 15% in the years to
come. As a result, RTW is Sapphire Textiles
Pakistan’s star business unit.
Extensive retail network of Sapphire spread in
Pakistan- Wide range of RTW products for
different customer needs- High brand image and
credibility.
Sapphire Men's 25% 10% Star Sapphire Men’s Wear is the largest men’s wear
Wear High High retailer in Pakistan, with a market share of more
than 25%. The men’s wear market is projected
to register a CAGR of more than 10% for the
ensuing years. As a result, Sapphire Men’s Wear
represents the star business unit for Sapphire
Textiles Pakistan.
The reasons for this growth are mainly due to
urbanization, high-disposable income and
trendier men. Sapphire Men’s Wear has
 established good image in Pakistan. It also
involves quality, style, and being affordable
which makes this brand very popular amongst
Pakistani men.
Sapphire Kids' 15% 15% Star With a market share of more than 15%, Sapphire
Wear High High Kids' Wear is one of Sapphire Textiles Pakistan's
expanding business units. Over 15% compound
annual growth rate is anticipated in the kids'
apparel market in the upcoming years. As a
result, Sapphire Kids' Wear is Sapphire Textiles
Pakistan's top business division.
Sapphire Kids' Wear is doing a great job of
broadening the appeal of its brand to include
stylish apparel for older kids in addition to
traditional kids' wear. Growth in sales is being
fueled by this expansion, which is drawing in
new clients.
Home textiles 20% 10% Cash cow With a market share of more than 20%, Sapphire
High Low Textiles Pakistan is a significant participant in
the home textiles industry. In the upcoming
years, it is anticipated that the home textiles
industry would expand at a CAGR of more than
10%. As a result, Sapphire Textiles Pakistan's
cash cow business area is home textiles.
Sapphire offers a wide variety of home textile
products. - Robust market share in both home
and foreign markets - Effective cost control and
manufacturing procedures
Unstitched fabrics 15% 5% Dog  Reduced market share as a result of shifting
Accessories Low Low customer preferences; fierce competition
2% from cheaper, unbranded materials; and little
Low room for expansion in the home market.
 The shift in customer preferences towards
ready-to-wear (RTW) garments has resulted
in a fall in the sapphire unstitched fabrics
market in Pakistan in recent years. Factors
like growing urbanization, hectic lifestyles,
and rising disposable incomes are what are
causing this trend. Consequently, Sapphire
Textiles' unstitched collection business has
been under pressure since the market share
of unstitched fabrics has been declining.
 Sapphire Accessories is a relatively small
business, holding less than 2% of the
market. Pakistan's accessory sector is
likewise not expanding very quickly and is
 somewhat tiny. Sapphire Accessories thus
does not produce a significant amount of
cash flows for the business. To preserve its
brand image and provide a wide selection of
products to its clients, the company can
decide to continue with this venture.
Denim 10% 8%  The rise in Pakistani demand for denim
Low High items;
Sapphire 5% • Sapphire's recent debut into the denim
Footwear Low Question market;
mark • Possibility of growth into additional
Sapphire 10% 8% product categories and markets;
Fragrances Low High Sapphire Footwear is a very new venture for
Sapphire, holding less than 5% of the
market. Nonetheless, the business is
expanding quickly; over the previous year,
revenue increased by more than 50%. This is
because Sapphire has a great brand
reputation and shoes are becoming more and
more popular in Pakistan. To sustain its
development trajectory, Sapphire Footwear
will need to keep up its innovative efforts
and marketing expenditures, though, given
how fiercely competitive the footwear
business is.
 With a market share of less than 10%,
Sapphire Fragrances is a new business
division of Sapphire Textiles Pakistan. Over
8% compound annual growth is predicted
for the fragrances market in the upcoming
years. Nonetheless, there is fierce
competition in the fragrances business. As a
result, Sapphire Textiles Pakistan's Sapphire
Fragrances business unit is marked with a
question mark.