The business units that are deemed as stars hold a large market share as well. ![]() According to Gretler (2016), the coffee brand has illustrates a strong performance over the years, with an increase in the sales in 2015. Another product that can be identified as a cash cow is the coffee brand, Nescafe which is being sold in a mature industry. Even though the industry has grown over the years, reaching a point of maturity, Nesquik continues to be a source of revenue for Nestle. Moreover, the brand has established a prominent position in the flavoured milk category as well. Along with the chocolate powder, the brand also offers other flavours for consumers. In 2014, the brand was able to generate a sales of US$850 million, which indicates the market share captured by this business unit (Lee, 2015). ![]() The brand Nesquik can be regarded as a cash cow as it is one of the leading milk flavour powder brands on a global scale. Despite the slowdown of market growth, the business units identified as cash cows continue to be lucrative for the organization due to the large market share. As a result, the pace of growth has declined. The cash cow is denoted by a high market share, however the growth rate of the industry is slow as the market has grown to the point of maturity. ![]() The following section presents BCG Matrix of Nestle: Cash Cows Boston Consulting Group Matrix (BCG Matrix) is a useful tool to understand the potential of different business units being managed by an organization.
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