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BCG Matrix of Itc

ITC Limited uses the BCG matrix to classify its business units into four categories: Stars, Cash Cows, Question Marks, and Dogs. Cash Cows are products with high market share in low growth markets, such as ITC's cigarette business, and generate cash. Stars have high market share and growth potential, like ITC's paperboard and packaging. Question Marks are in high growth markets but have low market share, including ITC's FMCG business. Dogs have low market share and growth, exemplified by ITC Infotech. The BCG matrix helps ITC allocate resources and investments across its various business segments.

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Saloni Sharma
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212 views5 pages

BCG Matrix of Itc

ITC Limited uses the BCG matrix to classify its business units into four categories: Stars, Cash Cows, Question Marks, and Dogs. Cash Cows are products with high market share in low growth markets, such as ITC's cigarette business, and generate cash. Stars have high market share and growth potential, like ITC's paperboard and packaging. Question Marks are in high growth markets but have low market share, including ITC's FMCG business. Dogs have low market share and growth, exemplified by ITC Infotech. The BCG matrix helps ITC allocate resources and investments across its various business segments.

Uploaded by

Saloni Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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PRESTIGE INSTITUTE OF MANAGEMENT AND

RESEARCH, INDORE

Subject – Marketing Strategies


Topic – BCG Matrix of ITC Limited

Submitted To – Submitted By –
Dr. Ajit Upadhyay Saloni Sharma
1121611789
MM ‘A’ 3 rd Sem
BCG Matrix Of ITC

BCG Matrix also known as the growth-share matrix is used by organizations to


classify their business units or products into 4 different categories: Dogs, Stars,
Cash Cows and Question Mark.

Cash Cows

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

Products which are market leaders in their specific industry are considered as
Cash Cows.

These products are the money churners for the company and require very low
investments to sustain their leadership and profitability in the market.

Star

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

Products or Business Units which hold a high market share and are also
considered to grow in the future are positioned as Stars.

Companies are interested to invest in developing these units further to gain a


larger market share and a stronger position in the market.
Question Mark

Products in high growth markets with a low market share.

Products or business units of the company that are still in the introduction
stage of their product lifecycle and can either become a revenue generator by
taking the position of a Star or can become a loss-making machine for the
company in the future.

Dog

Dogs are those products that have the potential to grow but
failed 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.
Star Question mark

 ITC’s Paperboard and Packaging  ITC’s FMCG Business


Agribusiness
 Personal
Care

 Hotels

Cash Cows Dog

 ITC Cigarettes  ITC Infotech

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