BCG Matrix Assignment

Group 1

Md. Ridwane Faiaz (2121097)

Md Shahidul Islam Bony (2130482)
Afifa Sumiya Tonni (1930313)
MD.Kayes Hossain (2022038)
Samir Shahir (2130065)
 Company overview

Bashundhara Group
Bashundhara group started its journey way back in 1987. Initially, the company started as
a real estate venture. The project turned out to be very successful and followed by
success, and the company expanded by investing in several other fields. The Enterprises
of the Bashundhara group include real estate, cement manufacturing FMCG, media,
entertainment, energy, logistics, restaurant chains, etc. Besides the business ventures, the
Bashundhara group also acknowledges their corporate social responsibility. Thus, they
have established Bashundhara Foundation and Bashundhara Special Children’s
Foundation. It can be said that currently, Bashundhara Group has an investment in almost
every significant sector. They are a business giant. At present, the Bashundhara group is
one of the largest and most well-known brands in the country. The company has also
collaborated with the government on several projects as well. Bashundhara has
meaningfully contributed to the country’s economic stability in financial and capital
markets. As a business conglomerate, Bashundhara Group does not want to grow alone; it
wishes to grow together with its partners, patrons, customers, employees, and other
stakeholders.

Slogan: “For the people, for the country”

 BCG matrix analysis

Given SBUs: 1. Cement

2. FMCG
3. Media

CASH COW
Cement: This SBU falls under the Cash Cow category of the BCG matrix due to its high
market share and low growth.

This is one of the oldest SBUs of the Bashundhara group starting its commercial
operation in 1996. The product in this sector includes King Brand Cement and
Bashundhara Cement. Bashundhara cement is the largest manufacturer of cement in
Bangladesh with a production capacity of 5.05MT of cement per year. (Bashundhara
Cement, n.d.) Bashundhara cement has a current share of 12.13% (Hossan, 2021). This
SBU is already very established so there is not much room for high growth. However, it
produces an immense amount of cash.

Suggestions: Further high investment in cash cows is not necessary since they are
already established. Since cash cows produce a high amount of cash, the revenue
generated can be harvested or fund other SBUs

QUESTION MARKS
FMCG: Fast Moving Consumer Goods of Bashundhara falls under the question marks
category of the BCG matrix. These products have a low market share but high growth.

FMCG of Bashundhara includes food and beverage items, tissue papers, etc. While some
goods like tissue paper and stationery items may have a good market share, a
comparatively low share of food and beverage products is dragging down the FMCG
sector. Still, competitors Unilever, Pran, ACI, Fresh, and Teer have more dominance in
the FMCG sector. Bashundhara group is not one of the market leaders. However, the
growth rate of FMCG products of Bashundhara is high which may transform them into
Stars in the future.
Suggestions: For Question Marks, the strategy is to keep investing more cash. This is
necessary to retain or increase the market share. They will either transform into stars or
phase out.

STARS
Media: The media sector of Bashundhara will fall under the Stars category because they
have a high market share and high growth.

Bashundhara group has several businesses under the media enterprise. East West Media
Group Ltd. Is one of the largest media houses in the country. Other sectors include Daily
Kaler Kantha, Bangladesh Pratidin, and T-Sports. Daily Sun, News24, etc. Due to
varieties of media businesses Bashundhara has a large market share in media. However,
this sector is comparatively newer and there is still strong competition from competitors.
Thus, there is still potential for more growth and establishment. But it can be assumed
that this SBU will reach that position soon due to its high growth rate.

Suggestions: There should be continuity in investing more and more cash in this sector.
Eventually, the growth will slow, it will reach full establishment and transform into Cash
Cows.
 Question Marks Stars
FMCG Media
- Food products - East West Media Group
Ltd.
- Beverages
- Daily Sun
- Tissue
- T-Sports
- Daily Kaler Kantha, etc.

Dogs Cash Cows

CEMENT
- King Brand Cement
- Bashundhara Cement

References:
1. Corporate Profile. (n.d.). Bashundhara Group. Retrieved November 5, 2022, from
https://www.bashundharagroup.com/page/corporate-profil
2. Bashundhara Cement. (n.d.). Bashundhara Cement. Retrieved November 7, 2022, from
https://www.bashundharacement.com/about-us/
3. Hossan, S. (2021, November 30). Cement Industry of Bangladesh: Challenges and
Future Opportunities. Business Inspection BD. Retrieved November 7, 2022, from
https://businessinspection.com.bd/cement-industry-of-bangladesh/
4. Sultana, I. (2022, August 10). Top 7 FMCG (Fast Moving Consumer Goods) Companies
in Bangladesh. Business Inspection BD. Retrieved November 7, 2022, from
https://businessinspection.com.bd/top-fmcg-companies-in-bangladesh/