Presented To :
Mr. Husnain Manzoor
Tehreen Bint Ilyas (FA12-MBT-089)
Mashal Mahmood ( FA12-MBT-113)
Haseeb Baloch (FA12-MBT-031)
Ata ul Hassnain ( FA12-MBT-027)
Fraz Asmat ( FA12-MBT-015)
M.Ubair ( FA12-MBT-063)
PURPOSE OF BCG MATRIX
The Boston Consulting Group (BCG) Matrix is a
simple tool to
• Assess a company’s position in terms of its product range.
• Company think about its products and services
• make decisions about which it should keep, which it should let
go and which it should invest in further.
Stars generate large sums of cash because of their
strong relative market share, but also consume
large amounts of cash because of their high growth
If a star can maintain its large market share it will
become a cash cow.
As a leader in a mature market, cash cows exhibit a
return on assets that is greater than the market
growth rate – so they generate more cash than they
They provide the cash required to turn question
marks into market leaders.
Question marks are products that grow rapidly and
as a result consume large amounts of cash
Because they have low market shares they don’t
generate much cash.
Produce large net cash consumption.
A question mark has the potential to gain market
share and become a star, and eventually a cash
Dogs have a low market share and a low growth
rate and neither generate nor consume a large
amount of cash.
Dogs are cash traps because of the money tied up
in a business that has little potential.
BCG MATRIX OF ALOKOZAY
BCG MATRIX OF ALOKOZAY
30% Industry Growth Rate 8%
Organic, Question Mark
Market share Stars Tea Inorganic Inorganic
P & D
Cows Organic Dogs Defensive
Beverages and tea of Alokozay are in Stars of BCG
Beverages have industry growth 30% and market
Tea have Industry growth 25% and market share
If a beverages and tea maintain its large market
share it will become a cash cow.
So Alokozay should use Organic and Inorganic
strategies for betterment.
Alokozay have no product in Question Mark.
Because Alokozay have no product with low
industry growth and high market share.
If there is any product in question mark then
company should use Inorganic strategy.
Product and development and tissues of Alokozay
are in Cows of BCG matrix.
P&D have industry growth 20% and market share
Tissues have Industry growth 17% and market
P&D and tissues exhibit a return on assets that is
greater than the market growth rate
So Alokozay should use Organic strategies for
Cooking oil and biscuits of Alokozay are in Cows of
Cooking oil have industry growth 10% and market
Tissues have Industry growth 08% and market
Cooking oil and tissues are cash traps because of
the money tied up in a business that has little
So Alokozay should use Deffensive strategies for