BCG MATRIX‚ GE FOR A PRODUCT PORTFOLIO ERUKULLA SURESH -138919 SCHOOL OF MANAGEMENT‚ NIT WARANGAL SUBJECT: MARKETING ENVIRONMENT AND ANALYSIS ASSIGNMENT-2 SUBMITTED TO DR.RITANJALI MAJHI‚ ASSISTANT PROFESSOR‚ SOM ON 9TH OCTOBER 2013 ABSTRACT BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic position of the business brand portfolio and its potential. It classifies business portfolio into four categories based on industry attractiveness (growth
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BCG Matrix of KFC The need for strategy‚ in order to expand its existing product in very promising markets for KFC is very essential. KFC‚ along with McDonalds‚ and other major fast food chains have dominated the American continent as well as else where. Since the1950’s when the founder of KFC had a dream‚ of building an empire in the fast foodmarket‚ the company has undergone lots of changes. The company has changedownership; it has taken over from Pepsi and passed over to Tricon‚ which owns
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1 Marketing Study Of The Coca-Cola Company Group 1 Charis McWhorter William Chasteen Christina Davis Brian Gladney Jasmine Verden 2 Introduction The Coca-Cola Company operated as an “independent‚ local business” until it merged with John T. Lupton and BCI Holding Corporation. Collectively‚ they became known as the Coca Cola Enterprise Incorporation (Inc.). They began to offer stock‚ and stales instantly increased. Additionally‚ it merged with the Johnston Coca-Cola Bottling
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Case 6: CitiBank 1. On a social standpoint‚ CitiBank is faced with more of their customers expanding their businesses globally and becoming e-enabled. Hence‚ CitiBank had to adapt to this new social trend by shifting to e-space. For instance‚ sophisticated‚ corporate customers wanted to collect payments online and have access to more efficient Web-enabled financial processes. Politically‚ regulators who became more cautious about privacy issues and wanted banks to be able to quickly identify
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Limitations of the BCG model. The BCG model is criticised for having a number of limitations (Kotler 2003; McDonald 2003): ➢ There are other reasons other than relative market share and market growth that could influence the allocation of resources to a product or SBU: reasons such as the need for strong brand name and product positioning could compel resource allocation to an SBU or product (Drummond & Ensor 2004). ➢ What is more‚ the model rests on net cash consumption or generation as the
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Case 1: Citibank Indonesia 1. Citibank’s budgeting process is based on a bottom-up method. It is not compromised of specific goals to be attained by individual operating units‚ but is composed for the corporation as a whole. Citibank was aiming for long-term goals‚ which call for profit growth of 12-15% per year‚ 1.25% return on assets‚ and 20% return on equity. These standards are set for the entire company‚ and individual sectors‚ such as international branches‚ usually set their own higher goals
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1. Analysis of Budget Process at Citibank Direction and control of Citibank’s international branches are conducted via two formal management processes. Each year‚ top management sets sovereign risk limits for its independent branches based on proposals by country managers. Country managers may choose to operate with self-imposed limits below this upper guideline. Following‚ there is the budget setting process‚ where headquarters only provides administrative guidelines but not specific targets‚ with
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October 04‚ 2010 Citibank: Performance Evaluation In 1996‚ Citibank was an emergent banking institution attempting to increase its market share in the competitive Los Angeles area. In order to do so‚ the bank’s strategy was to focus slightly less on their financial growth‚ and much more on providing “a high level of service to its customers”. Management viewed this paradigm shift as “critical to the long term success of the franchise”. To implement these changes‚ a new Citibank employee performance
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I. Critical evaluation of Citibank performance evaluation form: Citibank corporate strategy: focused on combining excellent customer service strategy along with relationship banking to build a profitable competitive franchise. Customers were offered the convenience of choosing the type of service delivery‚ whether personal or remote. But as high end customers become more and more valuable to the bank‚ their service expectations also went up. Increased service demands included broad array of financial
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Harvard Business School 9-198-048 Rev. October 14‚ 1999 Citibank: Performance Evaluation Frits Seegers‚ President of Citibank California‚ was meeting with his management team to review the performance evaluation and bonus decisions for the California branch managers. James McGaran’s performance evaluation was next. Frits felt uneasy about this one. McGaran was manager of the most important branch in the Los Angeles area‚ and his financials were impressive. A year ago he would have
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