Démarche stratégique: BCG Matrix (Boston consulting Group )- Porter (document en anglais)

BCG Matrix (Boston consulting Group ):

In the late 1960s the Boston Consulting Group, a leading management consulting company, designed a four-cell matrix known as BCG Growth/Share Matrix. This tool was developed to aid companies in the measurement of all their company businesses according to relative market share and market growth.

The BCG Matrix made a significant contribution to strategic management and continues to be an important strategic tool used by companies today. The matrix provides a composite picture of the strategic position of each separate business within a company so that the management can determine the strengths and the needs of all sectors of the firm. The development of the matrix requires the assessment of a business portfolio, which include an organization’s autonomous divisions ( activities, or profit centers).

BCG MATRIX of Nestle:

According to Nestle, the relative market share and market growth rates of different productsare given below:-

Name Relative Market Share Market Growth Rate

Ceralac 31.2% 45%

Nestle Milk 21% 39%

Kit Kat 19% 34%

Maggi Noddles 18.76% 64%

Nestle Dahi 3% 12%

Ceralec:

Ceralec is one of the leading baby food products.It has witnesses quite a long hold on market shareand it s a major contributir for Nestle.

Nestle Milk and Kit Kat:

Relative market share of Nestle milk and Kit Kat is low as compared with its growth that’s why they are lying under head Question mark.

Maggi Noddles:

Growth rate of Maggi Noddles is low as compared with its Relative market share that’s why they are lying under head Question mark.

Nestle Dahi:

Its both relative market share and growth rate are low as compared with other products that’s why it is lying under head Dog.

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