TOPIC:
BCG MATRIX OF
COCa-COLA
COMPANY
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Credits
1 NIRAJ BHAGAT 3
2 HARDIK PANCHAL 16
3 DHAIRYA PAREKH 20
4 RISHI PARMAR 21
5 CHIRAG RANA 27
6 NIKUNJ SHAH 36
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Acknowledgement
Any accomplishments requires the
efforts of many people and this work is
no different.The completion of the
project not only brings an appreciated
respite from many months of
demanding effort, but also provides a
welcome opportunity to acknowledge in
writing the soul who helped all along
the way, Miss Sweta who is our
STRATEGIC MGMT MAM who
provided overall guidence regarding the
project.Her help was willingly and
expertly given at the time of great
pressure and need, so we am greatly
thankful to her.
And, we thank all those who have
directly or indirectly helped us in
presenting the project.
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Index
Sr.n Particulars Pg.N
o o
1 About Coca-Cola Company 7
6 BCG Matrix 12
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7 The BCG Matrix and the “one 16
size fits all strategies” notion
11 Conclusion 21
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About Coca-Cola
Company
Various Products
World-wide
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Brands Names Of
Coca Cola Products
In India
• COCA-COLA
• THUMS UP
• SPRITE
• FANTA
• LIMCA
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• MINUTE MAID PULPY ORANGE
• MAAZA
• KINLEY
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9
8
7 8
6
SELL IN MARKET
5 6
4 5
3
2 3
1 2
1
0
T H U M S - S P R IT E C O K E M A A ZA F A N T A L IM C A
UP
P RODUCTS
BCG Matrix
The BCG Matrix method is the most well-known
portfolio management tool. It is based on product life
cycle theory. It was developed in the early 70s by the
Boston Consulting Group. The BCG Matrix can be
used to determine what priorities should be given in
the product portfolio of a business unit.
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To ensure long-term value creation, a company
should have a portfolio of products that contains both
high-growth products in need of cash inputs and low-
growth products that generate a lot of cash. The
Boston Consulting Group Matrix has 2 dimensions:
market share and market growth. The basic idea
behind it is: if a product has a bigger market share,
or if the product's market grows faster, it is better for
the company.
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are placed in the portfolio of the company.
These are:-
1)Question Marks (high growth, low market share)
o The marketing
strategy is to get markets to adopt these
products so as to convert them to Stars for the
company.
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o Question marks have high demands and low
returns due to low market share.
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3)Cash Cows (low growth, high market share)
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o Dogs should be avoided and minimized.
In such a scenario:
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• Cash Cows Business Units will reach their profit
target easily. Their management have an easy
job. The executives are often praised anyhow.
Even worse, they are often allowed to reinvest
substantial cash amounts in their mature
businesses.
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BCG Matrix of Coca
Cola Company
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The BCG
C
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Other Uses and
Benefits of the BCG
Matrix
• BCG matrix helps a company to use the
experience curve to its advantage, it enables the
company to manufacture and sell new products
at a price that is low enough to get early market
share leadership. Once it becomes a star, it is
destined to be profitable.
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• BCG model is helpful for managers to evaluate
balance in the firm’s current portfolio of Stars,
Cash Cows, Question Marks and Dogs.
Limitations of the
BCG Matrix
Some limitations of the Boston Consulting
Group Matrix include:
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• The problems of getting data on the market
share and market growth.
Conclusion
Any strategic decision making exercise cannot be
successful unless the fact situation and the figures
have been taken account of and the taken
accordingly. The present attempt also follows the
trend. In a field exercise, pertinent data has been
collected as regards the different brands of Coca
Cola as being offered in India and based on the facts
collected, specific suggestions has been made for the
promotion of the brands which are not performing
well and also those which have already become the
power brands. The aim of the exercise was not to
highlight on the BCG matrix as such but to use BCG
matrix as a tool towards analysis of Coca Cola India
as an organization with all its products in particular
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as well as on a whole. Thus the suggestion generated
are all brand specific and pertain to the factors
behind each brand which contribute to its growth or
lead to its fall. Also, one important fact has been
witnessed by this study. It is not that organization
name which is all for a product. This is to say that
though Coca Cola is the leader is beverage products
in the world and has dominating brands in India as
well yet, its name is not sufficient to make all brands
a success even though they may be related to the
beverage business and thus within the core
competency of Coca Cola. It is essentially only
account of the fact that the present day consumers
are changing. The colonial concept of a big name
hides all has changed and unless the brand in
particular comes up to the expectation in the
subjective satisfaction of the consumer, it will not
succeed, not matter how big the name of the
organization is. Thus Coca Cola has to refocus on not
so well performing brands and taking each of them in
particular, in accordance with the plan of action as
well the highlighted technique, decide to reposition
its brands in the market. Escaping from the
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cumbersome task of repeating the observations
made herein, it is only advisable to state that the
present study has really come out with some glaring
defects in the strategy followed in some of the
products and Coca Cola has to revisit its plan of
action in order to convert its dogs and question
marks into stars.
Bibliography
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