BCG Matrix of Coca-Cola Company

Running Head: BCG MATRIX OF COCA-COLA COMPANY 1
BCG Matrix of Coca-Cola Company
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BCG MATRIX OF COCA-COLA COMPANY 2
BCG matrix in relation to Marketing Strategy
BCG matrix is also known to be the matrix of growth-share. The matrix of BCG is the
corporate scheduling device that is utilized to represent the brand assortment of an organization.
It is also used to represent the SBUs on the quadrant alongside relative axis of share of market
together with the pace of growth of the market (Jain, 2015). BCG Model is the structure that had
been established by Boston Consulting Group with the significant purpose of evaluating the
planned position of the business brand assortment along with its prospective. In the marketing
sector, the BCG Model is responsible for classification of the business portfolio into four diverse
groups (Resources & Matrix, 2019). The categorization of such business portfolio is based on the
attractiveness of industry which is the rate of growth of that industry and competitive position
that stands out as relative market share. Additionally, industry attractiveness and competitive
position disclose probable abundance of the business collection concerning needed fund to offer
support to that component as well as the cash it generates in the process of marketing (Yadav,
2014). Hence, analysis through BCG matrix in marketing remains to be an appropriate strategy
that is used to aid in understanding the brand that the organization should spend in and which
products should be deprive. Therefore, primary objective of this research is to describe the
principle of the BCG matrix concerning marketing strategy while offering different examples
that illustrate the clear understanding alongside the application. Analysis through BCG matrix in
marketing remains to be an appropriate strategy that is used to aid in understanding the brand
that the organization should spend in and which products should be deprived.
Example of BCG Matrix in reference to Coca-Cola Company
BCG Matrix is utilized by Coca-Cola Corporation to categorize its trade units or yields
into four diverse types that comprise of Cash Cow, Dogs, Stars, alongside Question Mark. The

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market share, prospect for growth and annual sales are taken into consideration (Teryim &
Aondona, 2014). Besides, Coca-Cola Corporation remains to be the multinational corporation
that has been operating for over a century. The company uses the BCG model to improve on how
it does its operations by supplying its products to different customers in various nations
worldwide (Elmore, 2013). However, to develop the BCG model, the growth of the company and
its market is drawn on the y-axis and x-axis respectively.

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Figure 1 - BCG Model. Retrieved from BCG Matrix | Principles of Marketing, 2019
Cash Cow
These stand out to be goods that are in high progress marketplaces with a huge share of
the market. In the Coke Company, yields or units of business that contain the huge percentage of