1. Go to https://www.coca-colacompany.com/brands and select FOUR different brands – each competing in a product category.
Using the PSU library resources, which you can access here: https://guides.library.pdx.edu/c.php?g=271215&p=1811138 complete the data table in class, answering the questions below. A video tutorial of the relevant library resources is available at https://youtu.be/oelnEbPQYsc (10 points)
|Product Brand Name||Total Product Category Revenues ($M & Year)||Product Category Revenue Growth (Decline) (% change yr-over-yr)||Brand Market Share for Coke product (%)||Name the Primary Competitor and identify its Market Share||Relative Market Share** (calculated)|
**Relative Market Share = Portion of industry sales generated by your product
Portion of industry sales generated by largest competitor
Relative Mkt Share
If your brand = 34% share and the largest competitor = 48% share .34 / .48 = .71
If you are top competitor @ 48% share = .48/.48 = 1.00
If your market share = 60% and the largest competitor = 48% share .60/.48 = 1.25
2. Label the horizontal and vertical axis of the BCG Matrix to precisely plot each of these four brands on a BCG Matrix. Label the endpoints of each axis to reflect the minimum and maximum values you found for both growth and share.
Using the data from your research, create a bubble chart to illustrate the relative size of each market and the share your brand holds in that market using Excel. (10 pts)
HOW TO CREATE A BCG MATRIX IN EXCEL
|Highest % Market Growth|
Highest % Lowest %
Relative Market Share
3. Interpret the BCG Matrix results. In other words, what does this information imply about the resource allocation decisions that are likely to be made? (10 points)
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