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Example BCG Matrix: Coca Cola & Pepsi Cola
Thijs, Netherlands
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.
Everyone understands that Pepsi is a Cash Cow!
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