Preview

bcg model

Good Essays
Open Document
Open Document
615 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
bcg model
Topic i: construct a BCG model for a company having multiple business org. and discuss the following strategies with example:
1) Market penetration
2) Market development
3) Product development
4) diversification

ii : discuss related diversification and unrelated diversification.

Here we construct BCG model for Unilever brand.

Company’s mission:
“we meet everyday needs for nutrition,hygine and personal care with brands that help people feel good,look good and get more out of life.”

What is BCG model?
The BCG Strategic Model is a method of approaching and analyzing business marketing and growth developed by the Boston Consulting Group.

Introduction:
Unilever is a company that serves in almost all the continents and over 190 countries of the world. It has a wide range of products serving the people of all ages.
Unilever has more then 400 brands. 14 of which generates sale in excess of 1 billion pounds in a year.
Major product lines of unilever pvt. are:
Omo
Blueband
Axe
Dove
Heart brand
Knorr
Surf
Sunsilk
Flora
Hellmann’s and best foods rexona These are the Brands with annual sales of one billion euros or more….
BCG model of unilever Pvt. Ltd. :
According to the unilever pvt. Ltd ,the relative market share and market growth rates of different products of unilever are given below:

Product name
Relative market share
Market growth
Brook bond supreme
41%
45.03%
Knorr noodles
51%
29% lux 21%
29.15%
Surf excel
23%
27.37%
Lifeboy shampo
15%
85.03%
Rexona deodrant
2%
8%

BCG model fig. of Unilever pvt. :
Star:
Brook Bond Supreme
Knorr Noodles
??? :
Lifeboy shampoo

Cash Cow:
Surf Excell
Lux

Dog:
Rexona Deodrent

From down to up: Market Growth Rate
From left to right: Market Share

Star : The market share value of Brook bond supreme and Knorr noodles are high ,that’s why brook bond supreme and knorr are laying in BCG model matrix at star point.

???: The market share value of lifeboy shampoo is low and relative market growth of lifeboy shampoo is high.

You May Also Find These Documents Helpful

  • Satisfactory Essays

    4. What price, product, promotion, and distribution strategy would allow Unilever to deliver value to low-income consumers without cannibalizing its own premium brands too heavily?…

    • 252 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    The Boston Consulting Group Approach (BCG Matrix) is the method by which a company identifies what makes up their portfolio. BCG Matrix helps to process the portfolio and analyze its product’s attractiveness. The company can then decide whether to refrain from or invest into the product or brand.…

    • 641 Words
    • 3 Pages
    Good Essays
  • Better Essays

    Arimount: Company Overview

    • 1015 Words
    • 5 Pages

    Arimount top three competitors are: Procter & Gamble with a 36.70 % market share and yearly sales of 488.5 million dollars, Unilever with 18.6 % market share and yearly sales of 245.8 million dollars, and Lever Brothers with a market share of 11.3 % and yearly sales of 149 million dollars. These statistics are bases on 2011 figures.i…

    • 1015 Words
    • 5 Pages
    Better Essays
  • Good Essays

    BCG Growth- Share Matrix was developed in 1967 by the Boston Consulting Group and is illustrated by a matrix. The market’s rate of growth is indicated on the vertical axis and the firm’s share of the market is indicated on the horizontal axis. A firm’s business units can be plotted on the matrix with a circle whose size denotes the relative size of the business unit. The horizontal position of a business indicates its market share and its vertical position depicts the growth rate of the market in which it competes. Managers and consultants can categorize each business unit as a star, question mark, cash cow or a dog, depending on each one’s relative market share and the growth rate of its market.…

    • 1340 Words
    • 6 Pages
    Good Essays
  • Satisfactory Essays

    Unilever Bcg

    • 323 Words
    • 2 Pages

    According to the Unilever Pvt. Ltd, the relative market share and market growth rates of different products of unilever are given below:-…

    • 323 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    The major benefits of The Boston Consulting Group Matrix are that it draws attention to the cash flow, investment characteristics, and needs of an organization’s various divisions. Another benefit is that the BCG-Matrix is helpful for managers to evaluate balance in the company’s current portfolio of Stars, Cash Cows, Question Marks and Dogs. Lastly other benefits include the following: the model is simple and easy to understand, it provides a base for management to decide and prepare for future actions,…

    • 341 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Ice Cream and Market Share

    • 20535 Words
    • 83 Pages

    Unilever N.V. (NYSE: UN) is a public limited company registered in the Netherlands, which has listings of its shares and depositary receipts for shares on the Euronext Amsterdam and of New York Registry Shares on the New York Stock Exchange. Unilever PLC (NYSE: UL) is a public limited company registered in the UK and Wales which has shares listed on the London Stock Exchange and, as American Depositary Receipts, on the New York Stock Exchange. The two parent companies, NV and PLC, together with their group companies, operate as a single economic entity, the Unilever Group. Business Information Unilever is a global market leader in savory products, dressings and spreads. Unilever manufactures soups, bouillons, sauces, snacks, mayonnaise, salad dressings, olive oil, margarine, spreads and cooking products such as liquid margarine, and some frozen foods. It markets them under key brands such as Knorr, Hellmann’s, Becel/Flora (Healthy Heart), Rama/Blue Band (Family Goodness), Calvé, WishBone, Amora, Ragú and Bertolli. Savory products, dressings and spreads account for 33% of Unilever's revenues and 37% of its operating profit. Unilever is a leading manufacturer of ice cream sold under the international Heart brand, including Cornetto, Magnum, Carte d’Or, Solero, Wall’s, Kibon, Algida and Ola. Other popular brands include Ben & Jerry’s, Breyers, Klondike and…

    • 20535 Words
    • 83 Pages
    Powerful Essays
  • Powerful Essays

    Bcg on Hul

    • 1874 Words
    • 8 Pages

    BCG Growth Share Matrix – The BCG growth share matrix was developed by Henderson of the BCG group in 1970′s. The matrix classifies businesses / SBU’s by…

    • 1874 Words
    • 8 Pages
    Powerful Essays
  • Good Essays

    business portfolio

    • 1163 Words
    • 5 Pages

    The Boston Consulting Group Approach classifies all its strategic business units (SBUs) according to the growth-share matrix. On the vertical axis, market growth rate provides a measure of market attractiveness. On the horizontal axis, relative market share serves as a measure of company strength in the market.…

    • 1163 Words
    • 5 Pages
    Good Essays
  • Good Essays

    General trade is made up of 42 distributors countrywide and serves 75% of Unilever’s market.…

    • 774 Words
    • 3 Pages
    Good Essays
  • Satisfactory Essays

    Haleeb

    • 430 Words
    • 2 Pages

    Our brands are trusted everywhere and, by listening to the people who buy them, we've grown into one of the world's most successful consumer goods companies. In fact, 150 million times a day, someone somewhere chooses a Unilever product.…

    • 430 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    16) The BCG matrix evaluates an organization's various businesses to identify which ones offer high potential and which ones drain organizational resources.…

    • 10393 Words
    • 56 Pages
    Good Essays
  • Satisfactory Essays

    To begin with, BCG is the acronym for Boston Consulting Group—a general management consulting firm highly respected in business strategy consulting. BCG Growth-Share Matrix (see figure 1) happens to be one of many of BCG's strategic concepts the organisation developed in the late 1970s, and is being taught at leading business schools and executive education programmes around the world.…

    • 266 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Space Matrix

    • 351 Words
    • 2 Pages

    In the SPACE analysis, Unilever ought to continue to occupy the Aggressive position because of the strong Financial Strength (FS) and Industry Strength (IS). The financial position is strong and sales have increased although the slim fast product has not been performing well as it still is profitable and can support this position. This is a good position to maintain for them to continue as market leaders in food and home-care industry.…

    • 351 Words
    • 2 Pages
    Good Essays
  • Good Essays

    Unilever South Africa

    • 1467 Words
    • 6 Pages

    Unilever is the third largest multinational consumer goods company. It owns over four hundred brands some of which are found in South Africa. It began operations in South Africa in 1891 when it introduced the popular Sunlight brand. It is therefore fact that Unilever has always been a key player in South Africa’s economy.…

    • 1467 Words
    • 6 Pages
    Good Essays