On the vertical axis of the matrix that has growth in the market while the horizontal axis in market share is presented is defined.The BCG Matrix uses four categories based upon the growth rate of that industry (market growth rate-y axis) and competitive position (relative market share- x axis).
Therefore, it is important to note that companies should use this tool solely. Its meant to be used for strategic planning in terms of determining which brands the company should invest in and which brands should be divested. In researching this topic, there are several studies or reports that offer suggestions as to how Apples cadre of products and services should be categorized. For example, one report (Riley Luke, 2013) offered the following suggested BCG Matrix; Question Mark: Apple TV, Rising Star: IPhone and iPad, Cash Cows: Mac Books, Dogs: Apple desktop computers and IPods. In his blog, BCG Matrix Example for Apple (2015), Geoff Fripp constructed the BCG Matrix based upon a comparison of unit market share and dollar market share. Understandable there are differences as Apples innovation and technological advances have propelled its products and services over the past decade. These differences also highlight the inadequacies and limitations of the BCG. Bcg Matrix Apple Plus Ranked 1StAccording to Fortune website, as of April 2015, Apple iPhone 6 and iPhone 6 plus ranked 1st and 2nd, consecutively, on Counterpoint Research top ten smartphone list (Elmer-DeWitt, 2015). There is much discussion and confusion around the Apple TV which expected release date is October 26th. It is Apples response to other television streaming products such as Roku, Google Chromecast and gaming systems such as Microsoft Xbox One (Thier, 2015). Apple Music service is behind the ball in comparison to market leaders such as Spotify. Bcg Matrix Apple Trial So TheApple is currently offering a free three-month trial so the numbers are not readily available as to its success or failure. Moreover, it is not known if Apple will launch an Android version of Apple Music. Bcg Matrix Apple Portable Devices ContinuesDespite the computer market being a very mature market, the demand for more portable devices continues to grow. Apples latest iMac is its thinnest and offers several new features that critics feel will serve Apple well (Casserly. Thus, it also may be adapted to provide some approaching into the smaller businesses. Generally, the BCG model can be used by the small to medium-sized businesses which require them to calculate the position of the individual products rather than SBUs. Strategic marketing planning plays a crucial role in devising the most relevant marketing strategy that would sustain an organization in today s rapidly changing marketplace. It is necessary to examine both the internal and external environment where an organization operates in order to have a successful strategic plan. Vrontis Thrassou, 2006). Of the five components of strategic marketing planning, the situational analysis component is the component referred to as the foundation. The matrix consists essentially of four quadrants, which in turn have different strategies to develop. The system uses a double entry matrix (2 x 2) to group the different types of business that a particular company has.
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