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Marketing Matrix

This document discusses the BCG growth-share matrix and applies it to analyze Apple's various products. It categorizes Apple's products as cash cows (iTunes, MacBooks, iMacs), stars (iPhones, iPad, Apple Watch), question marks (Apple TV) and dogs (iPods). It provides details on the characteristics and positioning of Apple's products within these four quadrants of the BCG matrix.

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hussain mashkoor
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65 views4 pages

Marketing Matrix

This document discusses the BCG growth-share matrix and applies it to analyze Apple's various products. It categorizes Apple's products as cash cows (iTunes, MacBooks, iMacs), stars (iPhones, iPad, Apple Watch), question marks (Apple TV) and dogs (iPods). It provides details on the characteristics and positioning of Apple's products within these four quadrants of the BCG matrix.

Uploaded by

hussain mashkoor
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as DOCX, PDF, TXT or read online on Scribd
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Marketing Management

Submitted to:
Sir Hasnain Butt
Submitted by:
Shahida Ameer (19)

Program:
(MPA 3rd)

Session:
2019-21

Department of Political Science


The Islamia University of Bahawalpur
WHAT IS BCG MATRIX?

BCG growth-share matrix classifies different business units or products into 4 different
categories like Dogs, Stars, Cash Cows and Question Mark.

 Dogs

These are the products with low growth or market share.

Cash Cows

These are the products which are in low growth markets with high market share

Star

These are the products which are in high growth markets with a high market share.

Question Mark

Products in high growth markets with a low market share.

BCG MATRIX OF APPLE COMPANY


CASH COWS:

There are two products of Apple that fall under the Cash Cow category of BCG Matrix of Apple,

the first being Apple iTunes and the second being Apple MacBook and iMac’s.

Over the years iTunes, MacBook and iMac’s have attained the position of being a Cash Cow for

the company.

The company has carved a niche for itself and has its own base of loyalists who prefer Apple

products only.

But since the computing industry is slowly becoming portable and mobile, the need to have

laptops and desktops are also decreasing, hence we can add Apple

iMac and MacBooks in Dogs category as well.

STARS:

The business units that represent the star of an organization also share the feature of having a

high market share, but what makes them different from cash cows is that their respective industry

can still expand further.

For Apple, their iPhones are undoubtedly are the Stars for them. With every new launch of

Apple iPhone, the company manages to set new sales records.

Know for its design and technology prowess, Apple iPhones have its own set of loyalists thanks

to which it easily manages to stride off the competition available in the market.

Apple iPad and Apple Smartwatch are also regarded as the Stars for the company and are

currently in the transition to become the Cash Cows for the company.

QUESTION MARK:
Apple TV makes a bit of money, but it’s not reaching its true potential.

If Apple can solve a few ecosystem problems, they could really own the TV space. There are

tons of rumors of an Apple TV product that might just maybe dominate like the iPod/iPhone/i

Pad

DOGS:

Dogs are those products that were perceived to have the potential to grow but however failed to

create magic due to the slow market growth.

Failure to deliver the expected results makes the product a source of loss for the organization,

propelling the management to withdraw future investment in the venture. Since the product is not

expected to bring in any significant capital, future investment is seen as a wastage of company

resources, which could be invested in a Question mark or Star category instead.

Apple iPods were considered the next big thing when they were introduced in the market but

eventually failed to create a significant impact due to high competition and low customer

demand.

In BCG Matrix of Apple, Apple iPods can easily be placed in the Dogs category.

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