Anderson College Marketing Research BCG Matrix – Description
Overview:
You are the marketing director of XYZ Company that manufactures frozen food. Based on the given below, you will develop a BCG matrix and analyze the results.
Note: Amounts are represented in Million CAD.
PRODUCTS
YOUR
REVENUES
COMPETITORS REVENUES
TOTAL MARKET REVENUES
MARKET GROWTH
XYZ
FROZI
FROZN
ABC
Others
Frozen pizza
500
300
350
416
425
1991
10%
Frozen spring rolls
100
50
75
80
75
380
40%
Frozen fries
600
300
325
429
436
2090
3%
Frozen onion rings
200
156
180
400
198
1134
10%
Frozen nuggets
250
154
165
200
150
919
18%
Frozen fish
260
189
220
388
200
1257
22%
Frozen shrimp
165
145
135
825
145
1415
42%
Frozen burger
355
285
280
296
325
1541
35%
Total
10727
Find the market share of your company for each product (Hint: Your revenue per product/ Total market revenue per product).
Find the market share of other players for each product (Competitor’s revenue per product/ Total market revenue per product).
Find the relative market share for each product (Hint: You market share per product/ Your largest rival’s
Develop the BCG matrix (Hint: boundaries for x-axis: 0-2 and for y-axis: 0% to 50%)
Analyze the outcome. Which of the products are Stars, Question Marks, Cash Cows, or Dogs?
What are you going to do if you have products that fall under the Dogs category or under the Question Marks category or Cash Cows category or Stars category?
All your work should be completed on Excel including the analysis part.
Proofread and spellcheck before you hand it in.
market share per product).
Note:
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