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Thijs
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The matrix is misrepresenting in some cases. Example: Coca Cola and Pepsi. Coca Cola is market leader, as a result of which the relative market share of Pepsi is always smaller than 1.
When the relative market share is smaller than 1, you will be at the right-hand side of the matrix. In that case, Pepsi will automatically be a Question Mark or a Dog.
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Henri Zalamea
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Number of Competitors
If you're going to do a BCG matrix, be sure to list more than two competitors. As in your example, Pepsi will definitely not be a "dog" if you'll just include more participants in your grid. Personally, a "question mark" product is the one who gets the second largest budget (behind the star product) and is the closest thing to become a star in the future, given the right promotion, rather than a cash cow product, given a few more years, will start its decline towards the dog quadrant. Just my perception. Cheers!
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JoeCal
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Do Not Compare Entire Companies using BCG Matrix
You are misinterpreting the matrix. It should not (...)
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Tim
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BCG Matrix Coca Cola and Pepsi
Thijs, your approach might be a bit digital. It do (...)
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Ifan Hikmawan Putra
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coca cola and pepsi
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So
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Coca Cola and Pepsi not in one BCG Matrix
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George
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Pepsi versus Coca-cola is Wrong Use of BCG Matrix
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Nitish
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Separate BCG Matrix for Coca-cola Inc. from BCG Matrix for Pepsi Inc.
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Radha Raj India
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The Role of Competition in the BCG Matrix
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Radha Raj India
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Comparison of Coco Cola & Pepsi on BCG Matrix
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