BCG MATRIX OF NESTLEMCOM-I SEM-1 C HAPTER NO: 1 INTRODUCTION NM COLLEGE OF COMMERCE AND ECONOMICS 1 BCG MATRIX OF NESTLE MCOM-I SEM-1 1.1 BACKGROUND In a well diversified business, there are mainly units with different profitability. Similarly, in a business there may be many products in different segment, and a business has to do a “portfolio analysis” of various units it is handling and wide product range. BCG growth share matrix developed by Boston consulting group of USA and popularly known as BCG matrix takes a two dimensional view: market growth rate and relative market share. Each dimension is divided in to two degrees: high and low. HISTORY In the 1970s, BCG’s experience-curve work led to an insight that had a significant impact on business thinking. If rapid growth in market share was as important as the curve suggested, then the usual approach to resource allocation- in which each business unit funded its own growth- seemed a recipe for failure. Businesses with low market share but high growth potential would never generate enough cash to win the race down the experience curve. Those with high market share but few chances for growth would generate far more cash than they could use productively. BCG developed a simple conceptual framework, named the growth share matrix, to help corporate managers determine when they should consider using profits from “cash cow” businesses to fund growth in other businesses. So great was the initial success of BCG matrix that for the greater part of two decades it became the standard approach to capital allocation in multi-sector, multi-segment companies. “Star, Dogs, Cash Cows and Question Marks” have become firmly embedded in the language of business. Although the more sophisticated capital markets and competitive landscape of the late 1980s and 1990s make the growth share matrix less central, it continues to be used as a primer in the principles of portfolio management. NM COLLEGE OF COMMERCE AND ECONOMICS 2 BCG MATRIX OF NESTLE MCOM-I SEM-1 The growth share matrix, BCG matrix (Boston consulting group analysis) is a chart that had been created by Bruce Henderson for the Boston consulting group in 1970 to help corporation with analyzing their business units or product lines. This help the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management and portfolio analysis. NM COLLEGE OF COMMERCE AND ECONOMICS 3 The selected respondents in the age group of 15-55 years belonged to varied employment. averages etc. was used for the purpose of primary data collection. Data source:The study is based on primary and secondary data. NM COLLEGE OF COMMERCE AND ECONOMICS 4 . 2) Secondary data:Secondary data have been collected from the different books and websites. gender and income groups. 1) Primary data:A self-designed questionnaire consists of first and second part. which deals with the respondent’s perception. 3) Data analysis:The data collected from various sources have been analyzed by using the techniques of simple percentages.2 DATA COLLECTION Sample of study:The sample for this study consisted of 15 respondents.BCG MATRIX OF NESTLE MCOM-I SEM-1 1. Convenient sampling technique was applied in selecting respondents as sample. BCG MATRIX OF NESTLE MCOM-I SEM-1 CHAPTER NO: 2 CONCEPTUAL FRAMEWORK NM COLLEGE OF COMMERCE AND ECONOMICS 5 . •Established in the strong foundation of growth through innovation and renovation. the company is known today by its several strong brands which are dominating the markets the world over. In the first nine months of 2010.1 NESTLE INDIA AND BCG MATRIX •With headquarters at Vevey. Nestle has growth today to be the world’s biggest food and beverages company. the company is known today by its several strong brands which are dominating the markets the world over.A. With six factories and a large number of co-packers. it achieved strong growth of around 21% •A number of brands are offered by the company in the country of which while some have already established a strong hold. Established in the strong foundation of growth through innovation and renovation. of Switzerland.A. Nestle has growth today to be the world’s biggest food and beverages company. Switzerland and established in 1866. of Switzerland.BCG MATRIX OF NESTLE MCOM-I SEM-1 2. many others exhibit enormous prospects to dominate the market and are only waiting for a favourable opportunity or appropriate and sizeable promotional campaign by the company With headquarters at Vevey. • Nestle India is a vibrant company offering a number of products in the Indian market. Nestle India is a subsidiary of Nestle S. With six factories and a large number of co-packers. NM COLLEGE OF COMMERCE AND ECONOMICS 6 . Switzerland and established in 1866. •Nestle India is a subsidiary of Nestle S. BCG MATRIX OF NESTLE MCOM-I SEM-1 Nestle India is a vibrant company offering a number of products in the Indian market. it achieved strong growth of around 21% . The present exercise is an attempt to analyze the position of the different brand offered by Nestle India. many others exhibit enormous prospects to dominate the market and are only waiting for a favorable opportunity or appropriate and sizeable promotional campaign by the company NESTLE INDIA LIMITED Riding on the growth of its power brands. A number of brands are offered by the company in the country of which while some have already established a strong hold. BCG matrix of Nestle and all the different brands offered by Nestle in India have been analyzed along with a critical insight and also specific suggestion have been made therein. a number of its brands require a repositioning. In the first nine months of 2010. NM COLLEGE OF COMMERCE AND ECONOMICS 7 . Nestle has extended its dominance in food business in India as well. However. to be exact. a Matrix developed by a group known as Boston Consulting Group. is that it seeks to place the different products of an organization in different grids such as to analyze them in a comparative manner in terms of profitability or in terms of (a) Percentage growth in sales and (b) Market share position.BCG MATRIX OF NESTLE MCOM-I SEM-1 2. Thus It gives an opportunity of self assessment to the organization to reassess its product positioning and come out with alternative solution if the original placement of the products in the market does not meet the desired level of growth. USA.2 NESTLE BRANDS 2. NM COLLEGE OF COMMERCE AND ECONOMICS 8 .3 BCG MATRIX The beauty of BCG Matrix. dogs and question marks. when all the products of the company are put in four cells (thus it actually provides an opportunity to reassess the entire position of the company in terms of all the products it offers to the market). NM COLLEGE OF COMMERCE AND ECONOMICS 9 .3 Each of these classes have a different meaning attached to them and can be represented on the matrix . stars. cash cows. BCG MATRIX EXPLAINED: Thus. the market standing of the company can be analyzed in four different classes namely.BCG MATRIX OF NESTLE MCOM-I SEM-1 These classes have a different meaning attached to them and can be represented on the matrix . The stars generate high profits and represent the best investment opportunities for growth. When their market growth rate slows. The main features of stars are: High industry growth rate High market share The strategy for stars may be growth strategy. The firm may undertake various activities such as: R & D to introduce better NM COLLEGE OF COMMERCE AND ECONOMICS 10 . Such businesses generate as well as use large amount of cash.The stars are market leaders and are usually able to generate cash to maintain their high market share.BCG MATRIX OF NESTLE MCOM-I SEM-1 STARS:Businesses which have high growth rate and high market share are called stars. This cell corresponds closely to the growth phase of the product life cycle (PLC). the stars become cash cows. BCG MATRIX OF NESTLE MCOM-I SEM-1 Effective after-sale-service to enhance customer loyalty Appropriate promotion-mix (publicity. various activities may be undertaken such as: Retentive advertising to maintain customer loyalty. the cash requirement is high. Cows can be milked for cash to help to provide cash required for running other diverse operations of the company. These businesses which generate large amount of cash but their rate of growth is slow. but due to their low NM COLLEGE OF COMMERCE AND ECONOMICS 11 . EXAMPLE OF CASH COW PRODUCTS OF NESTLE: caralac QUESTION MARK:Question marks are businesses with low market share but businesses have high growth rate. sales promotion) EXAMPLE OF STAR PRODUCTS OF NESTLE: NESCAFE CASH COWS:The business with low growth rate and high market share are classified in the quadrant. In terms of PLC. smaller packages to generate more sales. The main features of cash cows are: Low industry growth High market share The company may adopt stability strategy. High market share leads to high generation of cash and profits. Cash cows provide financial bases for the company. Because of their high growth. Thus cash cow normal generates cash surplus. Cash cows are often former stars and can be valuable in a portfolio because they can be ‘milked’ to provide cash for other riskier and struggling business. The low rate of growth of the business implies that the cash demand for the business be low. advertising. Guarantees and warranties depending upon the nature of product Introduction of new models or designs including. these are generally mature businesses which are reaping the benefits of the experience curve. “Question marks may become ‘stars’ if enough investment is made.BCG MATRIX OF NESTLE MCOM-I SEM-1 market share. the cash generated is low. Businesses with high industry growth but low market share for a company are question or problem children.nesvita. nestle butter.magi soups. nestle kitkat/barone/munch. when the business growth rate reduces to a low level. As the business growth rate is high. They require large amount of cash to maintain or gain market share.milk DOGS:- NM COLLEGE OF COMMERCE AND ECONOMICS 12 . In terms of PLC. The main features of question marks are: High industry growth Low market share The firm may adopt growth strategy for question marks. “Question marks” are usually new products or services which have good commercial potential. and subsequently has the potential to become cash cow. pushing from low share to high. maggiesauces. or they may become ‘dogs’ if ignored. When the company cannot improve its low competitive position. the question mark is usually product in introduction stage. Various activities may be undertaken to transform question marks into stars: Penetration pricing strategy Effective sales promotion and other elements of promotion mix Dealers incentives Enhancing customer relationship EXAMPLE OF QUESTION MARK PRODUCTS OF NESTLE: Milo. Hence the business can move to star quadrant. There are several industries in India where many companies find themselves holding businesses which are ‘question marks’. the strategic option would be to invest more to gain market share. the options available would be to divest the business. or close down the unviable business.BCG MATRIX OF NESTLE MCOM-I SEM-1 Those businesses which are related to slow-growth industries and where a company has a low relative market share are termed as ‘dogs’. the business is classified as dog. The main features of dogs are: Low industry growth Low market share The company may adopt retrenchment strategy. There is a net negative cash flow. The low market share normally means poor profits. They neither generate nor require large amount of cash. NM COLLEGE OF COMMERCE AND ECONOMICS 13 . milkybar.4 BCG MATRIX RELATED TO NESTLE PRODUCT: NESCAFE POSITION: STAR Reasons for present positioning: Nescafe is one of the leading coffee brands in the Indian market. In term of PLC. the strategic solution is to liquidate the business. the ‘dogs’ are usually products in late maturity or decline stage. The company may adopt divestment strategy relating to the business unit or product line. As the growth rate is also low. In other words if the business growth rate is low and the company’s relative market share also low. Under such circumstances. EXAMPLE OF DOG PRODUCT OF NESTLE: Nestea.nestle crunch 2. Not only does it have a high market share but it growth rate is also significantly high. It has find a dominance which is unparalleled by any other brand in the country. Thus the cash required to maintain competitive position often exceeds the cash generated. attempts to increase market share would demand prohibitive investments. BCG MATRIX OF NESTLE MCOM-I SEM-1 The name Nescafe has become generic with coffee. Its different variants have kept competitors at bay and its finds a place easily at almost every general or provisional store in the Indian market. NM COLLEGE OF COMMERCE AND ECONOMICS 14 . PRODUCT: CERALAC POSITION: COW Reasons for present positioning: Ceralac has become one of the leading baby food products It has witnesses quite a long hold in its market share with its sales increasing on a continuous basis for almost more than one and a half decade. The retailers don’t give much importance to these items as an item on the shelf but they also do not completely disregard it off their stores. WHY? These might have not seriously taken promotional drive. POSITION: QUESTION MARK INTENDED PLACEMENT: STAR The reason why these are is not placed as a dog is that it has the potential to expand and also because the product lies in a market with high business growth rate. NM COLLEGE OF COMMERCE AND ECONOMICS 15 . It has huge avenues for growth especially analyzing the extending Indian market. has been unable to acquire a market necessary for its bare minimum existence. It is not a dog because it is not the market which has low growth rate. which seems to target it to the upper substrata while the lack of a significant number of variants poses it a challenge to maintain itself in such households. Placing Maggi Pickles on the hearts and mind of the typical taste centric and money conscious Indian consumer will require an overhauling and huge investment. The sales of Maggi Pickles has never really trigged since its launch. on account of its limited variety (especially in this taste crazy country) and comparatively higher prices. Reasons for present positioning of Maggie pickle: Maggi Pickles and. The placement of Maggi Pickles is doubted for the twin reasons of its high price and packing. Extensive price cuts are required but the matching returns are doubtful.BCG MATRIX OF NESTLE MCOM-I SEM-1 The main chunk of advertisements is seasonal Extensive promotional exercise meant to place it in the mindset of the Indian psyche. In fact the market of packaged pickle is growing but it is Maggi Pickles which is unable to gather a substantial share in this growing market. are not one of the core competencies of Nestle. differentiating it from other products in the same line. the market leader. Facts do not favor Nestle to continue with its butter. Product: Milky Bar Position: Dogs Reasons for present positioning: It become quite popular in and around the year 2000 but it never reached the stage of a power brand. Pure Life. a significant number of retailers are of the opinion that Nestle Butter seems to be rejected by the consumers for the reason that its taste does not suit the Indian psyche. it would be better to concentrate on other brand than to go in for a head on collision with Amul.BCG MATRIX OF NESTLE MCOM-I SEM-1 Pickles being a non-durable product and their success essentially related to the taste of the consumer. as it did with its water brand. Thus it is advisable for Nestle to discontinue with butter. NM COLLEGE OF COMMERCE AND ECONOMICS 16 . Nestle Milky bar was a sweet chocolate with cream color. which is inevitable on account of the same market which both the products cater to. Also. which is better known to introduce standard taste in the country and get them approved by the consumers. Thus it is better advised to disinvest in the business and focus on other brands. Thus the primary acceptance of Milky bar was not based on its core qualities but on the basis of certain peculiarities which it contained. Primary tried by the Indian consumer as a craze which laid in trying the first no brown chocolate. Instead of no response. to maintain their relative competitive position. as a chocolate.5 STRATEGIC IMPLICATIONS: Most companies will have different segments scattered across the first four quadrants of the BCG matrix. This was the main reason why it was never considered a competitor by other chocolate manufactures and the consumers also treated it so. Any surplus cash left with the company may be used for selected question mark businesses to gain market share for them. NM COLLEGE OF COMMERCE AND ECONOMICS 17 . yet it has been placed as a dog on account of the inherent lack of core quality which makes it generic with chocolates. The dogs are generally considered as the weak segments of the company with limited or no new investments allocated to them. 2. Those businesses with low market share and which cannot be adequately funded may be considered for divestment. corresponding to cash cows but avoid over-investing. though has a growing market. The surplus cash generated by cash cows should invited first in star businesses.BCG MATRIX OF NESTLE MCOM-I SEM-1 Milky Bar. These businesses were not created equal. More positively. For others there are too few.BCG MATRIX OF NESTLE MCOM-I SEM-1 2. For all there is a need to ensure that every major alternative for a given business has been uncovered and considered before a course of action is chosen.6 ADVANTAGES OF BCG MATRIX 1. and the challenge is finding a sound rationale for discrimination. NM COLLEGE OF COMMERCE AND ECONOMICS 18 . It begins with the fact that most companies participate in a number of different “businesses”. They make acquisitions possible. To make choices there must be alternatives. The former yields the high profits that convert to high net cash flow as growth slows and investment requirements moderate. The company has superior ability to repeat the process and invest to grow in pursuit of competitive advantage in new businesses. 3. even if all fall within one general industry category. Allocation of scarce resources of the company: The portfolio concept asserts that one of the primary responsibilities of the chief executive is to make decisive investment choices for the benefit of shareholders. Higher profits and growth rates: Companies must choose on the basis of the closely linked combination of sustainable competitive advantage and potential financial contribution to the company. And it means using equity capital only where there is no safely cheaper alternative. are not equal at any point in time. Diversification with sustainable profits: The basic message is very simple. Raising equity capital only when necessary: The portfolio concept stresses the critical need to keep resources fully employed in the areas where they have the highest yield or potential yield. This means focusing technical and human resources where the company can gain and hold an edge over competitors that are valued by customers. and will never offer equal opportunities to earn high and sustained returns. It means concentrating physical assets where they can be used to create or support unique or at least scarce capability. and the challenge for them is creating opportunity. For some companies there are too many. high returns and high valuation make raising new capital relatively easy and cheap. 4. 2. This in turn creates the high returns and high valuations that satisfy shareholders and protect against take-over. imaginative. The bigger the company and the further removed the strategist from the business.7 LIMITATIONS OF BCG MATRIX 1. detailed. quality and attention to specific customer needs location-many factors that may or may not translate in to overall market share leadership. and you have a company that grows. the portfolio concept is simple. Discovering growth: Second. speed of response. This makes higher the importance of first-class. Competitive advantage principle: The portfolio concept builds on the observation that superior profitability depends first and foremost on competitive advantage. Building and sustaining a strong portfolio is more difficult now. there is the issue of growth. and greater risk taking than before. Latent customer needs must uncover. Simple to understand and implement: Imagine a company following these guidelines. “mature” markets. Growth opportunities often lie dormant within what at first sight appear to be low growth. and we now think of growth as more elusive. These often involve substitution-not just product-for-product substitution. and that growth is easiest where the market itself is growing. and rigorous. and the greater the risk of oversimplifying what. Creating and exploiting growth opportunities in these conditions calls for more insight. it will take to succeed. is like all great ideas. before they become obvious. Growth is often where you make it. but the substitution of one better way of doing business for another. Advantage may be based on superior technology. but more necessary than ever. the more likely it is that opportunity will be overlooked. This almost always requires focus within the market place. Predicting profitability from growth and market share: NM COLLEGE OF COMMERCE AND ECONOMICS 19 . 7.BCG MATRIX OF NESTLE MCOM-I SEM-1 5. The portfolio concept is a guide to action. The easy conditions of broad market growth have given way to more localized patterns of growth. forward thinking staff work closely combined with vigorous and decisive management. Often superior market share carries with it competitive advantage. 2. a summary of thinking. and not a substitute for detailed analysis and judgment. Thus the search for advantage must be serious. better preparation. The long period of across-the-board expansion through the sixties and in to the seventies spoiled us. 6. high market share business in low growth market may not generate high cash surplus as the competition is likely to be stiff and profit may squeeze. They may consider the divesture as a threat to their livelihood. The calculation of market share is strongly influenced by the way the business activity and the way the total market are defined. The MCOM-I SEM-1 attractiveness of an industry may be different from its simple growth rate and the firm’s competitive position may not be reflected in its market share. For example. Difficulty in determining market share: There is a heavy dependence on the market share of a business as an indicator of its competitive strength. the workers of a dog business which has been decided to be divested may react strongly against in the ownership. This fact has not been considered adequately by the four-cell matrix. Variety of influences: Long term profitability is subject to a variety of influences not directly tied to growth and market share. Similarly. 4. 3. these are important dimensions but other dimensions are equally important NM COLLEGE OF COMMERCE AND ECONOMICS 20 . in many industries. organizations with low market share are able to earn high profit and sometimes outperform large rivals. 2. Though. As such the manger running a cash cow business may be reluctant to a part with the surplus cash generated by this unit. In case of complex and interdependent industries. while considering different business does not take in to consideration the human aspect of running an organization. Disregard for human aspect: The BCG analysis. Other dimension: The four cell matrix gives consideration only to relative market share position and growth of sales. Thus BCG analysis could throw up strategic options which may or may not be easy to implement. Cash generated within a business unit may come to be symbolically associated with the power of the concerned manager. it may also be quite difficult to determine the market share based on the sales turnover of the final products only.BCG MATRIX OF NESTLE BCG analysis assumes that profits depend on growth and market share. 5. Similarly. As regards sales and promotion. 2. BCG also helps a company analyze their various business units and product line.8 EFFICIENCY OF BCG MATRIX AS A TOOL OF STRATEGIC MANAGEMENT 1. 4. NM COLLEGE OF COMMERCE AND ECONOMICS 21 . so as to formulate different strategy as per their industry growth and relative market share. BCG helps in brand and product positioning thereby creating brand equity for each and every business unit separately and not as an entire company. presence of competitive position emerging threats and opportunities. strategic posture of different businesses. These may be stage of product. 3. BCG is a framework which measures the industry growth rate and relative market share so as to help the firm identify each product either as a star or a dog and accordingly allocate its scarce resources.BCG MATRIX OF NESTLE MCOM-I SEM-1 from strategic point of view. growth. capital requirements. maturity and decline and with BCG it is possible to manage these. size of market etc. In today’s times only a multi product multi business diversified company can survive and a now in the competitive market. This is possible only with BCG. 5. 2. Every company and its various product lines go through a life cycle of introduction. BCG MATRIX OF NESTLE MCOM-I SEM-1 CHAPTER NO:3 ANALYSIS 1. Do you eat nestle products A) Yes Biscuits Number of Respondents Yes 100% No 0% NM COLLEGE OF COMMERCE AND ECONOMICS B) No 22 . BCG MATRIX OF NESTLE MCOM-I SEM-1 products Yes No 100% NM COLLEGE OF COMMERCE AND ECONOMICS 23 . BCG MATRIX OF NESTLE MCOM-I SEM-1 2. What type of products you normally prefer A) Branded B)low cost Type of biscuits Number of respondents Branded 80% Low cost 20% Type of product Branded low cost 20% 80% NM COLLEGE OF COMMERCE AND ECONOMICS 24 . How often do you nestle product A) Once In A Month B) Once In A Week C) Alternate Days D) Every Day Do you eat biscuits Number of respondents Once In A Month 7% Once In A Week 40% Alternate Days 20% Every Day 33% Do you eat nestle product 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 33% 20% Number of respondents 7% NM COLLEGE OF COMMERCE AND ECONOMICS 25 .BCG MATRIX OF NESTLE MCOM-I SEM-1 3. Rank the buying factors(Please tick any one of them) A) Price B) Brand Name Buying factors Number of respondents Price 33% Brand Name 67% Buying factors 80% 70% 67% 60% 50% Number of respondents 40% 30% 33% 20% 10% 0% Price Brand Name NM COLLEGE OF COMMERCE AND ECONOMICS 26 .BCG MATRIX OF NESTLE MCOM-I SEM-1 4. BCG MATRIX OF NESTLE MCOM-I SEM-1 5. Please tick the brand normally prefer to buy A) nestle C) mahanand B) amul D) Others Brand normally prefer to buy Number of respondents nestle 47% amul 20% mahanand 6% Others 27% Brand normally prefer to buy 27% 47% nestle amul mahanand Others 6% 20% NM COLLEGE OF COMMERCE AND ECONOMICS 27 . BCG MATRIX OF NESTLE MCOM-I SEM-1 6. If nestle is not available in the shop will you look for it in the next shop A) Yes B) No nestle is not available in the shopyou look for it in the next shop Number of respondents Yes 60% No 40% nestle is not available in the shop you look for it in the next shop 40% Yes No 60% NM COLLEGE OF COMMERCE AND ECONOMICS 28 . will you buy A) Yes B) No Will you buy another brand of Number of respondents product instead of nestle Yes 53% No 47% 53% 52% 51% 50% 53% 49% 48% 47% 47% 46% 45% 44% Yes No Number of respondents NM COLLEGE OF COMMERCE AND ECONOMICS 29 .BCG MATRIX OF NESTLE MCOM-I SEM-1 7. If the retailer gives you another brand product instead of nestle. Please rate the attributes of the various brand given below On a scale of 1-5 (1 being the least important and 5 being the most important) Attributes Size Nutrition Ingredients Freshness Color Flavors nestle amul mahanand Various brand Number of respondents nestle 40% amul 47% mahanand 13% Number of respondents 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 47% 40% Number of respondents 13% nestle amul mahanand NM COLLEGE OF COMMERCE AND ECONOMICS 30 .BCG MATRIX OF NESTLE MCOM-I SEM-1 8. 20% and 7% respondents eat nestle product every day. flavor. NM COLLEGE OF COMMERCE AND ECONOMICS 31 . etc.BCG MATRIX OF NESTLE MCOM-I SEM-1 From the survey concluded that 100% of the respondents eat nestle products 80% of the respondents normally prefer branded one and the remaining prefer low cost product From the total number of respondents 40% eat nestle product once in a week and the remaining respondents answered that 33%. 47% of the respondents rated that the amul is better than the nestle. alternate and once in a month respectively. 67% respondents answered that they buy the nestle product by brand name and the remaining respondents buying factor is price 47% normally prefer to buy nestle than the other one 60% of the respondents answered that they will look for the next shop if nestle is not available in the shop 50% of the respondents will not buy the another brand instead of nestle 40% of the respondents rated that the Britannia attributes is nice of its color. BCG MATRIX OF NESTLE MCOM-I SEM-1 CHAPTER NO: 6 4 APPENDIX NM COLLEGE OF COMMERCE AND ECONOMICS 32 . will you buy A) Yes B) No 8. What type of biscuits you normally prefer B) Branded 3. Please rate the attributes of the various biscuits given below On a scale of 1-5 (1 being the least important and 5 being the most important) Attributes Size Nutrition Ingredients Freshness Color nestle Amul NM COLLEGE OF COMMERCE AND ECONOMICS Mahanand 33 . Please tick the brand normally prefer to buy A) nestle B) amul C) mahanand D) Others 6. Do you eat biscuits B) Yes 2. If nestle is not available in the shop will you look for it in the next shop A) Yes B) No 7. How often do you eat nestle product B) No B)low cost A) Once In A Month B) Once In A Week C) Alternate Days D) Every Day 4.BCG MATRIX OF NESTLE MCOM-I SEM-1 4. If the retailer gives you another brand product instead of nestle. Rank the buying factors(Please tick any one of them) A) Price B) Brand Name 5.1 ANNEXURE-QUESTIONNAIRE NM COLLEGE OF COMMERCE & ECONOMICS Name: ______________________________ Address: _____________________________ Email Id: ____________________________ Mobile Number:__________________ 1. in www.BCG MATRIX OF NESTLE MCOM-I SEM-1 Flavors 4.com www.2 BIBLIOGRAPHY Strategic management publication MananPrakashan Strategic management publication VipulPrakashan 4.managementmania.com www.com www.3 WEBLIOGRAPHY www.com www.co.cimaglobal.cesc.accaglobal.marketing91.com NM COLLEGE OF COMMERCE AND ECONOMICS 34 .bcg.