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Boston Matrix
What is Boston Matrix?
- categorizing products as question marks, stars, cash cows
or dogs.
- examines if BMW has a balanced portfolio - interrelated with the product life cycle
Stars: need heavy investment to sustain growth Question marks: have potential cash cows: successful products with relatively little need for investments dogs: rarely worth investing in
BMW
- Entering China in 2000 - Setting factory in 2003 - BMWs current market in China is still relatively high
STARS BMW 1 Series BMW 5 Series BMW X Series CASH COWS BMW 3 Series BMW 7 Series
QUESTION MARKS
BMWS PORTFOLIO
BMWs product portfolio is quite balanced currently. Although according to the boston matrix, it doesnt have any question mark products, its products are not situated in the same grid Some of BMW cars perform really well, while some cars perform quite poorly