Marketing Management: Investment Decision and BCG Matrix Analysis

Marketing Management

Executive Summary
Every decision of a business unit may have deeper impact upon the business, investment
decision is one of crucial long term business decision which can make or wreak a business. Thus,
for a business, investment decision depends upon the knowledge of market share and growth
potential of the product, in order to access these information this report is using BCG matrix that
helps a company for analysing companies product portfolio. The main purpose of this report
paper is interpret or analyse companies market share with product market growth. This will
allow a company to take effective investment decision whether to invest or dis-invest or totally
stop the product. A BCG is framework consist of elements such as dog, star, question mark/
problem children and cash cow.

Table of Contents
Executive Summary ........................................................................................................................2
INTRODUCTION...........................................................................................................................1
MAINBODY....................................................................................................................................1
BCG matrix of Cadbury .............................................................................................................1
Marketing Plan of Cadbury.........................................................................................................3
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Marketing management in an organisation is a discipline of practical function of
management focus on market planning, research, decision about where to invest and promotions
activity to market the product in the contemporary business market. However, product
investment decision is crucial marketing decision made; therefore, this report throw light on long
term investment decision of Cadbury in its product portfolios in accordance to product market
growth and market share (Rana and et.al, 2020). BCG matrix supports Cadbury to make
judgement whether it should continue investing in product or service or step out. Moreover,
BCG matrix helps Cadbury to form long term strategical planning by adhering product portfolio
market growth & market penetration.
MAINBODY
Cadbury, a UK based multinational company with very elaborate product range, dealing
in confectionery industry globally. They were manufacturing different types confectionery
products with most known series Dairy Milk since a long and acquire renowned market place
through out the world. Having diversify product under its brand, Cadbury need to made certain
investment decision regarding its product portfolio investment to put its competitor like Nestle
under its neck. Boston Consulting group , a reputed consulting firm had developed the BCG
matrix model in 1970 that helps a company for analysing companies product portfolio
(Mothersbaugh, Hawkin and Kleiser, 2019). Thus, this BCG matrix will interpret or analyse
companies market share with market growth. This will allow them to fascinate investment
decision whether to invest or dis-invest or totally stop the product. A BCG is framework consist
of elements such as dog, star, question mark/ problem children and cash cow that are compile in
4 different quadrant, where horizontal axis presents market shares and vertical axis shows market
growth.
BCG matrix of Cadbury
Star ( High market shares and hight market growth)
Products which are lying under the star categories enjoys large market share with assured
continuous market growth, these product are market leading product of the Cadbury. From this
point of view, Cadbury should focus on these product as they will require more investment for
their continuous market growth in order to retain their position in competitive market and
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