List of Business Portfolio:

British American Tobacco Bangladesh offers more than 12 brands in our country. Name of the most used brands are:

1.    B&H
2.    PallMall
3.    John Player Golf Leaf
4.    Star
5.    scissors
6.    Pilot
7.    Capstan

We are going to evaluate the SBU’s by BCG matrix, Product Market expansion grid & SWOT analysis with these seven brands.

EVALUATION OF SBU’s BY BCG MATRIX:

Using the Boston Consulting Group approach a company classifies all the strategic planning unit’s according to the growth-share matrix. The growth share matrix defines four types of SBU’s: Stars, Cash cows, Question marks & Dogs.

STAR: stars are high growth high market share businesses or products. The BATB does not have any product inside STAR.

CASH COWS: Cash cows are low growth and high market share business or products. BATB’s product Gold Leaf & Star are inside Cash cows.

QUESTION MARKS: Question marks are low share high growth businesses or products. B&H and Pilot are inside Questions marks.

DOGS: Dogs are low growth and low market share business or products. PallMall, Scissors, Capstan are inside Dogs.

 

     HIGH SHARE

                 ?

      LOW SHARE

                  ?

 

HIGH

GROWTH?

 

 

         STAR

 

        QUESTION MARKS

           (PILOT AND B&H)

 

LOW GROWTH?

 

       CASH COWS

        (GOLD LEAF, STAR)

 

       DOGS

      (PALLMALL, SCISSORS, CAPSTAN)


                                  EVALUATION OF SBU BU BCG MATRIX

PRODUCT/ MARKET EXPANSION GRID:

A portfolio-planning tool for identifying company growth opportunities through market penetration, market development, product development and diversification is called product/ market expansion grid. We identified British American Tobacco Bangladesh’s portfolio-planning tool through product/market expansion grid.

MARKET PENETRATION: a strategy for company growth by increasing sales of current product to current market segments without changing product. That means existing product in existing market. Gold leaf, Star, Capstan, Scissors are following market penetration.

MARKET DEVELOPMENT:
a strategy for company growth by identifying and developing new market segments for current company products. That means new market for existing product. B&H is following market development.

PRODUCT DEVELOPMENT:
a strategy for company growth by offering new products to current market segment. PallMall and Pilot are following product development. Pallmall is offering new brands and pilot is a new product in Bangladesh’s market.