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Graded Discussion Board
Strategic Management (MGT-603)

Dear Students!
This is to inform that Graded Discussion Board (GDB) No. 02 will be opened on Feb 04, 2016 for discussion and last date for posting your discussion will be Feb 08, 2016.

Topic/Area for Discussion
“BCG Matrix”

This Graded Discussion Board will cover Audio/Video lessons # 27- 28.

Views: 3193

Replies to This Discussion

Phir Matrix

Learning Objectives:

  • Understand the concept and sources of BCG Matrix
  • Importance of BCG Matrix in competitive survival
  • Relationship of growth with BCG Matrix

Learning Outcomes:

Upon successful completion of this activity, students will be able to:

  • Evaluate Firm’s business portfolio 
  • Identify the firm’s market growth and market share
  • Understand the product’s high and low growth

Conceptual Note:

The BCG matrix is based on the product life cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit. To ensure long term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash input and low-growth products that generate a lot of cash. It has two dimensions: Market share and Market growth.

Placing products in the BCG Matrix results in 4 categories in a portfolio of a company:

  1. Stars:                           High growth, high market share
  2. Cash Cows:                 Low growth, high market share
  3. Dog:                            Low growth, low market share
  4. Question marks:        High growth, low market share


The Case:


Changhong Ruba was established in 1971, Ruba Group, an electronics conglomerate in Pakistan, has collaborated with Changhong group to establish new innovative brand “Changhong Ruba” for Pakistan market. They have diversified businesses such as Textiles and Trading companies based in Dubai and Singapore. The group is committed to provide excellent and innovative goods in Pakistan market and become well known in electronics industry in all over the Pakistan.

Changhong Ruba offering following products in Pakistan:


TV, AC, Refrigerator, Freezer, Water Dispenser, Power Bank


Discussion Question:

By keeping in view above 4 categories of BCG Matrix, you are required to discuss which product (s) of Changhong Ruba falls in which quadrant (stars, cash cows, question marks and dogs) along with the appropriate strategies in each quadrant for each product (s). Provide reasons to justify your answer.


Note: You can consult internet, newspapers, and blogs to know about Changhong Ruba’s product’s market standing. Moreover, you can also consult its website to know more about its products. []

reasOns kiya dain kOch samjh nai ara...

i have tried my best but no data available at any site if any one have related figure in kind of sales of item or revenue please, share data

Asif Sir plzzzz help , mujhe lgta hy k yeh GDB 29 lecture k base pe hy agr learning out comes ko dekha jaye to totly taken from lec 29

Sony LCD/TV Competitors Positioning Market Leaders

 Samsung: Share(27.9%) and Growth (-8%)

 Sony: (share) 15.7% and (growth) 4% Market challengers

 LG: Share (6.6%) and Growth (-50%)

 Sharp: Share (4.5%) and Growth (-12%) Market Followers

 TCL (NOBLE): Share (4.8%) and Growth (16%) Market Niches

 Others (China): Share (40.5%) and Growth (-8%) 13

  1. Stars:      High growth, high market share =TV
  2. Cash Cows:  Low growth, high market share,
  3. Dog:Low growth, low market share Refrigerator, Water Dispenser, Power Bank

Question marks:  High growth, low market share AC, Freezer

TV = Quadrat I

Refrigerator, Water Dispenser, Power Bank = quadrant III

AC, FREEZER = quadrat II


how many % market share of AC, Freezer.

if u have idea please, mentioned.

ye pta kaisay chalega k kis product ka kitna market share hai, ajeeb hi sawal hai waisay... ajeeb si company de di , na kabhi suni na kabhi dekhi

As far as my opinion is concerned I have concluded the situation as follows:

STAR:                 Refrigerator & Freezer

CASH COW:         TV, AC

QUESTION MARK:  Power bank.

DOG:                  Water Dispenser

dear my point of view AC and FREZER come in  quadrant 4. what u say


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