Gillette and bic case study

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Gillette and bic case study

Overview[ edit ] To use the chart, analysts plot a scatter graph to rank the business units or products on the basis of their relative market shares and growth rates. Cash cows is where a company has high market share in a slow-growing industry.

Gillette and bic case study

These units typically generate cash in excess of the amount of cash needed to maintain the business. They are regarded as staid and boring, in a "mature" market, yet corporations value owning them due to their cash-generating qualities. They are to be "milked" continuously with as little investment as possible, since such investment would be wasted in an industry with low growth.

Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry. Though owning a break-even unit provides the social benefit of providing jobs and possible synergies that assist other business units, from an accounting point of view such a unit is worthless, not generating cash for the company.

Dogs, it is thought, should be sold off.

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Question marks also known as problem children or Wild cats are businesses operating with a low market share in a high-growth market. They are a starting point for most businesses.

Question marks have a potential to gain market share and become stars, and eventually cash cows when market growth slows.

If question marks do not succeed in becoming a market leader, then after perhaps years of cash consumption, they will degenerate into dogs when market growth declines. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share.

Stars are units with a high market share in a fast-growing industry.

Frequently bought together

They are graduated question marks with a market- or niche-leading trajectory, for example: The hope is that stars become next cash cows. Stars require high funding to fight competitors and maintain their growth rate. When industry growth slows, if they remain a niche leader or are amongst the market leaders, stars become cash cows; otherwise, they become dogs due to low relative market share.

As a particular industry matures and its growth slows, all business units become either cash cows or dogs. The natural cycle for most business units is that they start as question marks, then turn into stars.

Eventually, the market stops growing; thus, the business unit becomes a cash cow. At the end of the cycle, the cash cow turns into a dog.

Further reading

As BCG stated in Only a diversified company with a balanced portfolio can use its strengths to truly capitalize on its growth opportunities. The balanced portfolio has: Practical use[ edit ] "To be successful, a company should have a portfolio of products with different growth rates and different market shares.The use of social media in promotion.

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For example, enter "giraffe" and you'll get . Port Manteaux churns out silly new words when you feed it an idea or two.

Gillette and bic case study

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