Marketing and Management for BCG Portfolio Matrix- myassignmenthelp

Question: Discuss about theMarketing and Management for BCG Portfolio Matrix. Answer: Pizza Hut can use the BCG matrix for analyzing what is the present situation of the company and also find out what possibilities the company has for growing in the fast food market. This tool is used by companies to get help in measuring all their businesses in accordance with their relative market share and market growth (Palia, De Ryck and Mak 2014). The following section has an overview of the BCG matrix product portfolio for Pizza Hut: Image: BCG Matrix for Product Portfolio Source: (Wang and Ge 2013) Cash Cow For Pizza Hut, their highest revenue generating product is pizza, which makes it the cash cow for the company. The advent of internet and the use of digital channel for booking and taking orders has helped the company grow and use its position as a cash cow for advantage (Pizzahut.com.au 2017). The company sells more than a million pizzas daily with the help of the different franchise it has all over the world. Stars The second category of products inside the matrix are stars that are categorized as the emerging products in the product portfolio of any organization. The pizza industry in Australia has the potential for development and expansion, which turns these business units into targets for investing and growth oriented activities by the management of the company (Brown 2017). The stars have the potential for developing into cash cows as soon as the industry gets into a mature stage. As long as the products of Pizza Hut remain in the star category, they are on a constructive path of development in regards to market share and revenue generation. Products like sandwiches and breads are still growing in the context of demand and sales and are experiencing a slow growth in market shares and revenues. Question Marks Pizza Hut has added certain items in their menu that have failed in gaining a similar constructive reception as seen in the case of their pizza domain. Addition of some chicken items also could not create a beneficial response in the target market. These chicken items are thus acting as a question mark for the company. It has been acknowledged by the management that there is a probability of failure of some of their products (Menulog.com.au 2017). Pizza Hut has pursued investing in marketing and production of their special chicken items with an objective of increasing their market share in the domain. The risk of failure is there, but if the product gets successful the company would thrive more in the fast food industry. Dogs For Pizza Hut, the inclusion of pasta in the menu has not been a beneficial decision. The consumers of the company could not see Pizza Hut as a pasta offering fast food retailer, which led to the pasta becoming a dog. The main issue was the target market not being able to relate Pizza brand with pasta, which led to negative criticism from the fast food consumers. It faced rebuke from people on the grounds that they are more possibly inclined towards ordering a fast food option instead of the salad (Lutz 2015). References Brown, V. 2017.Our goal is to have more than 400 pizza shops in Australia. [online] NewsComAu. Available at: https://www.news.com.au/lifestyle/food/eat/little-caesars-hopes-to-overtake-australian-pizza-market/news-story/5fda403237a4a8207b12199e23299250 [Accessed 19 Sep. 2017]. Lutz, A. 2015.Pizza Hut's attempt to be gourmet flopped. [online] Businessinsider.com. Available at: https://www.businessinsider.com/Pizza-Huts-attempt-to-be-gourmet-flopped/articleshow/46764061.cms [Accessed 19 Sep. 2017]. Menulog.com.au. 2017.Pizza Hut Takeaway Delivery Restaurants - Menulog. [online] Available at: https://www.menulog.com.au/browse/chain/pizza-hut-au [Accessed 19 Sep. 2017]. Palia, A.P., De Ryck, J. and Mak, W.K., 2014. Interactive Online Strategic Market Planning With the Web-based Boston Consulting Group (BCG) Matrix Graphics Package.Developments in Business Simulation and Experiential Learning,29. Pizzahut.com.au. 2017.Pizza Hut. [online] Available at: https://www.pizzahut.com.au/ [Accessed 19 Sep. 2017]. Wang, Z.J. and Ge, L.L., 2013. Comparison between SWOT model and BCG matrix in competitive intelligence.Library Information. Lanzhou,3, pp.87-93.