Developing a Strategy for ELIVISA Company using BCG Matrix

BUSINESS AND STRATEGIC MANAGEMENT 1
BUSINESS MANAGEMENT AND STRATEGIC MANAGEMENT
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BUSINESS AND STRATEGIC MANAGEMENT 2
Abstract
The report focusses on the development of a strategy at ELIVISA Company. The strategy
development will adopt the BCG matrix. The BCG matrix categorises the products into four
quadrants based on the characteristics of the product’s market. The BCG matrix quadrants
include the stars, cash cows, question marks and the dogs.
ELIVISA Company should aim at continuing the production of commodities falling under the
stars and cash cow categories. On the other hand, ELIVISA should retire the dog category
products and consider increasing the investment in the question mark category before retiring.

BUSINESS AND STRATEGIC MANAGEMENT 3
Table of Contents
Abstract..........................................................................................................................................................2
Introduction....................................................................................................................................................4
The BCG matrix.............................................................................................................................................4
Cash cow products.....................................................................................................................................4
The dog category........................................................................................................................................5
The star products.......................................................................................................................................5
The question mark category.......................................................................................................................5
BCG Diagram................................................................................................................................................6
Conclusion.....................................................................................................................................................6
Bibliography..................................................................................................................................................7