A CRITICAL STUDY ON BCG MATRIX OF COLGATE PALMOLIVE

This study is a critical analysis on the BCG Matrix of the company Colgate Palmolive. BCG Growth-Share Matrix was created by Boston Consultancy Group in 1970. The growth-share matrix helps the company in making decision regarding which items to either keep, offer, or allocate more fund in. It helps the organization in ranking its products in accordance with relative market share and growth rates and place them into the following four classes: • Cash cows Business units or product line that have high market share but slow growth rate in the industry are termed as CASH COWS. These units make enough revenue which is more than the amount required to run the business line. • Dogs Business units or product line that have low market share and slow growth rate in the industry are termed as DOGS. These products barely generate cash that is required to run that product line. • Stars Business units or product line that have high market share and high growth rate in the industry are termed as STARS. They have high potential for further growth and success • Question marks Business units or product line that have low market share but high growth rate in the industry are called Question marks This research exercise explains the BCG Matrix of the company Colgate Palmolive incorporating the critical analysis of the products coming under the different four classes. Online survey of Colgate customers has also been conducted with the help of Google form by considering 100 respondents.