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Essay / Research Paper Abstract
This 12 page paper starts by explaining and examining the concept of the Boston Consulting Group (BCG) Matrix and how it is used. The second part of that paper applies this to Apple, developer of the iMac, iPod, iTunes and iPhone. The bibliography cites 9 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEmatrixapple.rtf
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Unformatted sample text from the term paper:
future potential and areas that many benefit from investment. One tool that can be very effective is the Boston Consulting Group Matrix; a tool that allows the firms to be
examined by way of its business units, to assess their performance and then use that in the decision making process. To consider the tool and show its applications we will
start by looking at the matrix itself and how it is used and then apply this to Apple Inc. 2. BCG Matrix The BCG Matrix is a tool which allows business
units or products to be placed into one of four categories which are determined along two dimensions; market share and market growth. This s shown in figure 1 Figure 1
BCG Matrix Relative Market Share Market Growth Rate High High Low Stars Question marks Low Cash Cows Dogs
High growth and high market share products or services are known as stars, they may grow fast, but can die out quickly as well, these are particularly prone to
fashions and trends (Thompson, 2007). Examples of stars may be seen as the fashionable toys for Christmas and movie merchandising, they may gout of fashion quickly, but this is not
always the case. Stars may require a high level of marketing support and it is possible for them to develop into cash cows; these are where there is a low
growth rate but high market share, a stage reached where the success of the star is sustained, but the market is more mature so grow it more constrained (Thompson, 2007).
Cash cows are the products or services that all firms want to have as they are the most profitable category and provide long term revenues for a firm.
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