Example BCG Matrix: Coca Cola & Pepsi Cola

Strategic Portfolio Management
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Thijs, Netherlands

Example BCG Matrix: Coca Cola & Pepsi Cola

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!


Henri Zalamea, New Zealand

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!

JoeCal, USA

Do Not Compare Entire Companies using BCG Matrix

You are misinterpreting the matrix. It should not be used to make judgements about an entire compan... Sign up

Tim, NL

BCG Matrix Coca Cola and Pepsi

Thijs, your approach might be a bit digital. It does not need to be either high OR low. Pepsi's mark... Sign up

Ifan Hikmawan Putra, Indonesia

coca cola and pepsi

Pepsi and coca cola is like a mandatory fight, but what if coca cola and pepsi do merger, The BCG is... Sign up

So, India

Coca Cola and Pepsi not in one BCG Matrix

The BCG matrix is essentially usable only for Strategic Business Units (SBU's) of ONE organisation. ... Sign up

George, Kenya

Pepsi versus Coca-cola is Wrong Use of BCG Matrix

@So: I agree BCG is used to analyse product lines or SBU's of one company for market growth and mark... Sign up

Nitish, India

Separate BCG Matrix for Coca-cola Inc. from BCG Matrix for Pepsi Inc.

Indeed the BCG Matrix is used to analyse SBUs. You can not use it to study two different organisatio... Sign up

Radha Raj

The Role of Competition in the BCG Matrix

It stands to logic that BCG Matrix is used to analyze the strengths and weaknesses of various strate... Sign up

Radha Raj

Comparison of Coco Cola & Pepsi on BCG Matrix

I agree the BCG matrix is to be used by organizations to review the market performance of their prod... Sign up


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