1

Portfolio Planning and

Corporate-Level
Strategy
CORNING PORTFOLIO PLANNING AND CORPORATE-LEVEL STRATEGY

Prepared by: Abdulghany Hassania, Felecia Lewis, Mahmoud Abdelwahed,

Perth Tsang, Suzgo Mughogho
Introduction 2
Managing portfolios is an art and a science in which executives and
managers are making important decisions about investment mix and
policy, how to manage income, where to allocate new investments,
and balancing risk against performance.
Executives and managers must get help in making these decisions as
they are in charge of firms involved in many different businesses here
comes the importance of the Boston Consulting Group (BCG) Matrix.
The Boston Consulting Group (BCG) matrix is the best-known approach
to portfolio planning, utilizing the matrix necessitates a firm’s businesses
to be categorized as high or low along two main aspects which are; the
share of the market and the growth rate of its industry.
The matrix is divided into four main categories which are;
 Cash cows: high market share units within slow-growing industries.
 Dogs: low market share units within slow-growing industries.
 Stars: high market share units within fast-growing industries.
 Question marks: low market share units within fast-growing industries.
THE Corning BCG Matrix 3
Cash cows: the Corning’s Telecommunications can be considered as the
company’s Cash cows, Corning’s telecommunication business segment
included optical-fiber and the cable systems business, which also
manufactured hardware and equipment components for the
telecommunications industry.
Dogs: the life Sciences sector can be considered as Corning’s Dogs, it is
responsible for the manufacturing of glass and plastic consumables for
scientific applications.
Stars: the Display Technologies Headquartered in Tokyo can be considered
as Corning’s stars as statistics showed that by 2007, Corning’s display business
was 41% of the company’s revenue and 87% of net income.
Question marks: The environmental technologies segment can be
considered as Corning’s Question marks, the environmental sector used to
manufacture ceramic substrates and filters for automobile and diesel
emission control systems to help manufacturers meet stringent emissions
standards for gasoline and diesel engines on light-duty and heavy-duty
vehicles.
Strategy #1 with justification 4
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Strategy #2 with justification 5
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Implementation Plan 6
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Conclusion 7
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REFERENCES 8
Chen, J. (2019, March 12). Portfolio Management. Retrieved March 22, 2019, from
https://www.investopedia.com/terms/p/portfoliomanagement.asp
Hanlon, A. (2018, May 25). How to use the BCG Matrix - Smart Insights Digital
Marketing. Retrieved March 22, 2019, from
https://www.smartinsights.com/marketing-planning/marketing-models/use-
bcg-matrix/
Henderson, R. & Reavis, C. (2009). Corning Incorporated: The Growth and
Strategy Council. MIT Sloan School of Management. Retrieved from:
https://mitsloan.mit.edu/LearningEdge/strategy/CorningIncorporated/Pages
/default.aspx
Jurevicius, O. (2013, May 01). How to Focus on the Stars with a Clever BCG
Matrix. Retrieved March 22, 2019, from
https://www.strategicmanagementinsight.com/tools/bcg-matrix-growth-
share.html
Ketchen, D & Short, J. (2012). Strategic Management: Evaluation and Execution.
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