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    BCG Case Study

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    Tia Beckles
    The Barbados Dairy Cooperative is examining sales data for its four key products - Sunrise Milk, Yoghurts, Butter, and Spread. Sunrise Milk remains the market leader but sales have not increased in recent years. Sunrise Yoghurts were launched two years ago and have experienced exciting earnings growth in the fast-growing health conscious market. Sunrise Butter has been weak with declining sales and negative cash flow in the butter market. Sunrise Spread grew initially but now faces fierce competition. Students are asked to classify the four products using the Boston Consulting Group Matrix and advise on the best decisions for each.

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    BCG Case Study

    Uploaded by

    Tia Beckles
    62 views2 pages
    The Barbados Dairy Cooperative is examining sales data for its four key products - Sunrise Milk, Yoghurts, Butter, and Spread. Sunrise Milk remains the market leader but sales have not increased in recent years. Sunrise Yoghurts were launched two years ago and have experienced exciting earnings growth in the fast-growing health conscious market. Sunrise Butter has been weak with declining sales and negative cash flow in the butter market. Sunrise Spread grew initially but now faces fierce competition. Students are asked to classify the four products using the Boston Consulting Group Matrix and advise on the best decisions for each.

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    strategic planning BCG matrix

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    The Barbados Dairy Cooperative is examining sales data for its four key products - Sunrise Milk, Yoghurts, Butter, and Spread. Sunrise Milk remains the market leader but sales have not increased in recent years. Sunrise Yoghurts were launched two years ago and have experienced exciting earnings growth in the fast-growing health conscious market. Sunrise Butter has been weak with declining sales and negative cash flow in the butter market. Sunrise Spread grew initially but now faces fierce competition. Students are asked to classify the four products using the Boston Consulting Group Matrix and advise on the best decisions for each.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    62 views2 pages

    BCG Case Study

    Uploaded by

    Tia Beckles
    The Barbados Dairy Cooperative is examining sales data for its four key products - Sunrise Milk, Yoghurts, Butter, and Spread. Sunrise Milk remains the market leader but sales have not increased in recent years. Sunrise Yoghurts were launched two years ago and have experienced exciting earnings growth in the fast-growing health conscious market. Sunrise Butter has been weak with declining sales and negative cash flow in the butter market. Sunrise Spread grew initially but now faces fierce competition. Students are asked to classify the four products using the Boston Consulting Group Matrix and advise on the best decisions for each.

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    BARBADOS COMMUNITY COLLEGE

    DIVISION OF COMMERCE

    BUST 204 – STRATEGIC PLANNING

    CASE STUDY – BOSTON CONSULTING GROUP MATRIX

    GROUP EXERCISE

    11 March, 2020

    Barbados Dairy Cooperative (BDC) is examining its latest sales data for
    its Sunrise products. Its four key products performed differently in
    the local industry and as a result some critical decisions are to be made
    concerning the corporation’s product portfolio. The sales data are:

    % Share of the Market Segment for Each Product


    2016 2017 2018
    Sunrise Milk 25 26 24
    Sunrise 10 14 20
    Yoghurts
    Sunrise Butter 8 4 2
    Sunrise Spread 6 3 4

    Sunrise milk is the oldest-established product. Sales have not risen


    over the last few years, but it is in a mature market and BDC has not
    promoted Sunrise Milk, yet it remains the market leader. Its
    profitability as well as its cash flow remain relatively stable.

    Sunrise Yoghurts were launched two years ago with a vigorous


    marketing campaign in a high-profit-yoghurt market. This market
    segment of health conscious customers is becoming one of the fastest-
    growing segments of the market. Earnings are exciting with a potential
    for greater improvement.

    1
    Sunrise Butter is the company’s headache, for some time it has been a
    weak product in the industry with negative cash flow. The fact is that
    the market for butter is declining. Frequent advertising and sales
    promotion failed because of the healthy lifestyles of customers.
    Butter sales are weak.

    Sunrise Spread was introduced in 2012 and there was great response
    and it grew as a result of competitive pricing and healthy eating habits
    in a market that is showing a steady rate of growth. Cash flow is very
    unstable. However, the competitors became fierce rivals and their
    offensive marketing strategies are taking effect.

    Using the Boston Consulting Group Matrix as an analytical tool, classify


    the four products according to this theory.

    (i) Justify your classification


    (ii) Advise BDC what are the best decisions the corporation
    should make in each case.

    16 marks

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