BCG MATRIX - APPLE

BCG MATRIX
Managing the portfolio of businesses by examining the relative market share position and industry growth rate of each division.

COMPONENTS
Market share - X axis Market growth - Y axis

I N D U S T Y S A L E S G R O W T H R A T E

+20

1 STARS -Backward,forward or horizontal integration -Market penetration -Market development -Product development

0.5 QUESTION MARK -Market penetration -Market development -Product development -Divestiture

CASH COWS -Product development -Diversification -Retrenchment -Divestiture

DOG -Retrenchment -Divestiture - Liquidation

-20
RELATIVE MARKET SHARE POSITION

I N D U S T Y S A L E S G R O W T H R A T E

+20

1 STARS -I phone(75 % - market growth) - I pad

0.5 QUESTION MARK -Mac os

CASH COWS -I pod -I tunes -Printer -Displays and Input devices

DOG -Mac mini -I mac -Mac pro

-20
RELATIVE MARKET SHARE POSITION