MARKETING ANALYTICS: Case Study Name: $\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

$$ Stephan Sorger $2013$; www$.$stephansorger.com Date: $\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_$

Case No$.$ Chapters Case Title

$7$B $7$ Product Analytics: Resource Allocation using BCG Matrix

Background:

You are the portfolio manager for Honda motor company. You have been asked to consider the role that six Honda vehicles play in the overall portfolio of the company. The portfolio exercise asks you to consider how the sales performance of these vehicles compares with that of market leader Toyota. You have gathered the following sales data for Honda, Toyota, and total sales and growth rates for six automotive categories: $*$

Category Honda Sales Toyota Sales Category; Growth

Midsize Accord $186,356$ Camry $189,2971,942,699$; $+10\mathrm{.}2\%$

Small Civic $156,832$ Corolla $167,8461,324,140$; $-4\mathrm{.}9\%$

Minivan Odyssey $62,278$ Sienna $53,482449,546$; $+11\mathrm{.}0\%$

Midsize SUV Pilot $59,6814-$Runner $25,767341,886$; $+27\mathrm{.}3\%$

Crossover Element $8,306$ Venza $29,2201,542,211$; $+14\mathrm{.}0\%$

Pickup Ridgeline $9,848$ Tacoma $60,4711,045,835$; $+10\mathrm{.}6\%$

$1.$ Calculate the market share for Honda and Toyota. Calculate the relative market share for Honda.

Category Honda Market Share Toyota Market Share Relative Market Share

Midsize Accord $\_\_\_\_\_\%$ Camry $\_\_\_\_\_\%\_\_\_\_\_$

Small Civic $\_\_\_\_\_$ Corolla $\_\_\_\_\_\_\_\_\_\_$

Minivan Odyssey $\_\_\_\_\_$ Sienna $\_\_\_\_\_\_\_\_\_\_$

Midsize SUV Pilot $\_\_\_\_\_4-$Runner $\_\_\_\_\_\_\_\_\_\_$

Crossover Element $\_\_\_\_\_$ Venza $\_\_\_\_\_\_\_\_\_\_$

Pickup Ridgeline $\_\_\_\_\_$ Tacoma $\_\_\_\_\_\_\_\_\_\_$

$2.$ Plot the positions for the $6$ Honda vehicles on the BCG matrix. $($Note the relative share axis is inverted$)$

Growth $..$

$+30\%|$ Question Marks $|$ Stars $|$

$+25\%|||$

$+20\%|||$

$+15\%|||$

$+10\%|\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_|\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_\_|$

$+5\%|||$

$0|||$

$-5\%|.$ Dogs $|$ Cash Cows $|$

$00\mathrm{.}20\mathrm{.}40\mathrm{.}60\mathrm{.}81\mathrm{.}01\mathrm{.}21\mathrm{.}41\mathrm{.}61\mathrm{.}82\mathrm{.}02\mathrm{.}22\mathrm{.}4$

Relative Market Share

$3.$ Identify vehicles in each quadrant. Suggest a strategy for each vehicle.

Quadrant Vehicles Strategy

Dogs

Cash Cows

Question Marks

Star