BCG Matrix

Multidivicional matrix to formulate strategies
Manage portfolio of bussineses analysing relative market share position and the industry growth rate
Analysis applied to each division od the organization
Relative market share position in the x-axis and the industry growth rate in the y-axis accorgind sales.

Quadrant I: Questions Marks: low relative market share position, in this quadrant the firm should implement an intensive strategy like: Market penetration, market development or product development.

Quadrant II: Stars: best long-run opportunities for growth and profitability, The firm should implement strategies like: forward, backward and horizontal integration, market penetration or market development.

Quadrant III: Chash Cows: Means that the company has a high relative market share position but compete in a low growth industry. The strategies that the organization should implement are product development or diversification.

Quadrant IV: Dogs: The organization has a low relative market share position and compete in a slow or no market growth industry. The organization should implement strategies like: retrechment, liquidate or divested.

We are positioned in the first quadrant that is question mark in all our product portfolio, it means that we have a low relative market share but a high or a growth rate rising.

What we can do is to apply strategies of market penetration market development or product development

Product development is neccesary to apply, because we have just one product (Burritos), and we will be always moving with that product, to increase sales.

increase the market share is a big need, because we are new in the market. So market penetration can be a good option for us. Through marketing efforts, we need to promote the Burritos in the market selected before in the marketing development.