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IV. Boston Consultancy Group (BCG) Matrix

For this analysis, we will be using the subsidiary of The Coca-Cola Company in the Philippines,

namely: 

Coca-Cola Bottlers Philippines, Inc. to hae a relatie iew about its products and

 brands across the country.

Introduction of Coke in Philippine market:

!uring the "#$$%s, Co&e has made its way to the Philippine mar&et. It has been the leader of the

soft drin&s industry in the country with '$ million consumers. The subsidiary was formed "#("

 by a )oint enture with *an +iguel Corp. and The Coca-Cola Company. It is now currently held

By F+* or the +eican bottler%s of Co&e, and The Coca-Cola Company. Co&e was first

 bottled in the Philippines in "#"/ and the country has long been one of the top "$ mar&ets for

Co&e products.

Brands in the Philippines:

The brands that would be discussed would be limited according to the share they represent in the

country. There are categories where the brands will be put, such as Coke in the carbonated

category0 Real life and Minute maid  in the )uice category0 Wilkins and viva in the water category0

Samurai and Powerade in the energy drin&s category. For the purpose of analy1ing, the brands

mentioned were either formerly owned and under licensed by the company or are still presently

owned.

BCG Groth Matrix !nalysis

The BC2 matri approach is based on the product life cycle concepts which can be utili1ed to

identify what priorities should be gien in the product portfolio of a business leel. To ma&e sure

that the company is creating long-term alue, an industry should hae a portfolio of products

which contains both high-growth products in need of cash inputs as well as low-growth products

which establishes a lot of profit or cash.

BC2 matri relies on / dimensions: mar&et growth and mar&et share. The basic notion behind it

is that the higher the mar&et share of a specific product has or the faster the product%smar&etability grows, the better it is for the industry. Placing appropriate products in the BC2

matri, results in 3 categories, in the business portfolio of an industry. The four categories

include the *tars, cash cows, dogs, 4uestion mar&s.

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*T5*: 6I26 2578T6, 6I26 +59T *65

. 5eal eaf 

• 8ith only one ma)or competitor C/, Tea based drin&s in the Philippines are )ust

starting to grow and thus hae a good chance of oerpowering its rial competitor.

• It needs more 5;!, adertisements, and epansion to produce a perfect taste thatwould ma&e consumers li&e the brand and be aware of it.

C*6 C78*: 78 2578T6, 6I26 +59T *65

. Co&e

• It already has captured the taste that consumers are loo&ing for, thus it no longer

needs to enhance its formula. They re4uire little to no ependitures.

• *ince it has been already at the pea& for centuries, and with no more ependitures

in 5;!%s, the brand has already generated a thousand folds of cash from its initial

inestment and is no sign of it from stopping.

• The Cola based soft drin& industry in itself is mature. It is neither growing nor

declining.

B. 8il&ins

• It is one of the top leaders in !istilled 8aters industry.

• It re4uires little to no research cost for the industry itself is )ust distilling waters.

• It is a Conenience- staple good, it would sell itself.

<=*TI7> +59*: 6I26 2578T6, 78 +59T *65

. *amurai

•

!72*:

78 2578T6, 78 +59T *65

? !ogs are the cash traps.

? !ogs do not hae potential to bring in much cash.

? Business is situated at a declining stage.

The products which are at !ogs are !iet Co&e, +inute maid

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