comparative portfolio analysis By Becky, Lily and Owen
What is Boston Matrix?
• - categorizing products as question marks, stars, cash cows
• - examines if BMW has a balanced portfolio • - interrelated with the product life cycle
Stars: need heavy investment to sustain growth Question marks: have potential cash cows: successful products with relatively little need for investments dogs: rarely worth investing in
- Entering China in 2000 - Setting factory in 2003 - BMW’s current market in China is still relatively high
High market share
Low market share
High market growth
STARS BMW 1 Series BMW 5 Series BMW X Series CASH COWS BMW 3 Series BMW 7 Series
Low market growth
DOGS BMW 6 Series
BMW’s Stars- 1 series
BMW 1 Series: (High market share)BMW entered this particular market segment earlier than its competitors such as Benz B series and Audi A3. (High market growth)This market segment targets at people who cannot afford sport cars
BMW’s stars - 5 series
BMW 5 series (high market share) its new BMW 5 series is extremely successful, its market share growing from 15% to 28%. (high market growth) this market segment is the major segment of the Chinese luxury car industry.
BMW’s stars- X series
BMW X series: (high market share)mainly due to its brand loyalty and brand awareness (high market growth)according to a survey,many chinese like suv
BMW’S CASH COW - 3 SERIES
BMW 3 SERIES (HIGH MARKET SHARE) 23.4% MARKET SHARE IN 2009, VERY CLOSE TO ANOTHER MAIN COMPETITOR, BENZ. (LOW MARKET GROWTH) THE MARKET IS SATURATED
BMW’S CASH COW- 7 SERIES
7 SERIES (High market share) BMW sold 26553 BMW 7 series in 2010 And China is BMW 7 Series’s second largest market. (low market growth) not many people in china can afford it, and people who can afford it would like to buy a better car such as Bentley. according to the porter’s...