Stars are on the top right of the graph, cash cows on bottom right, question marks on top left, and lastly dogs on bottom left. I used information from Nike’s 2016 & 2017 annual reports, along with annual reports from 2017 made by Adidas, Puma, and Under Armor.īefore looking at the BCG matrix I produced for Nike’s three production lines, one should understand what the four symbols in the matrix mean. From the type of items Nike produces, I will be analyzing the Nike Footwear line, the Nike Apparel line, and lastly the Nike Equipment line. That leads me to why I am researching more into Nike. In addition to this, I’ve always thought that the Nike brand was very well advertised, along with having an amazing social media presence. Why Nike? Personally, I prefer Nike products over the other competitors. In this BCG matrix, one will find multiple Nike products. Some of these strategies might be to discontinue a less popular item or increase production on a rising star. What’s the point of using the BCG matrix? The BCG matrix is very useful for companies to analyze their business brand portfolio, its potential, and adjusting their strategies to reach their business goals.
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