Identify high or low market share and growth rates


BCG Case

A firm based in Michigan (Detroit), manufactures electronics home entertainment products. The list of products, market shares, growth rates, and turnovers are listed down below. The firm has a creative set of product developers who are experts on assessing new consumer needs. Construct a BCG matrix for assessing the portfolio strategy for the firm*. Based on the matrix, what are your recommendations?

*Hint: To identify high or low market share/growth rates, identify the averages of the numbers below. Anything higher than average falls in the high bracket, and lower than average falls in the low bracket.

 

Plasma screen

TV

DVD

Radio

Music systems

Growth 2002

5%

10%

10%

4%

3%

Growth 2003

15%

10%

12%

4%

1%

Growth 2004

25%

11%

15%

4%

-2%

Relative Market Shares

60%

55%

20%

70%

12%

Turnover Annual

5 Mn

50 Mn

45 Mn

70 Mn

3 Mn

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Marketing Management: Identify high or low market share and growth rates
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