Question: Section C (2 X 5= 10 Marks) (Focus on LO2) Ms. Asma, CEO of Futura Electronics Group LLC, a leading UAE based Consumer Electronics Company

Section C (2 X 5= 10 Marks) (Focus on LO2) Ms.

Section C (2 X 5= 10 Marks) (Focus on LO2) Ms. Asma, CEO of Futura Electronics Group LLC, a leading UAE based Consumer Electronics Company involves in procuring and selling multiple brands of fast moving consumer electronics products such as Television, Smartphones, Laptops, Tabs, Ultra-books, Gaming Devices etc. The industry witnessed a slowdown due to ongoing pandemic and reduction in influx of tourists and visitors to UAE leading to reduction in sales of Excel Electronics product portfolio. Hence, Ms. Asma decides to restructure the existing product portfolio in order to decide on restructuring the company's product portfolio through plotting BCG (Boston Consulting Group) Matrix. The results would enable Ms. Asma to identify and decide on which products to be kept and which ones to be divested. You need to identify relative market share and assist Ms. Asma plot a BCG matrix from the following data and make an appropriate strategic direction from several grand strategic options. Future Revenues (AED) Market Growth Your Market Largest Rival Relative Market Electronics LLC 2019 (96) 2019 Share (%) Market Share Share (%) 2019 (%) Products 2019 9 600000 27 BO Television 7 117 20 Smartphones 400000 14 B 20 300000 Laptops Tabs 20 BO 1450000 10 30 Utra-Books 600000 7 350000 12 30 Gaming Devices 00) Plot BCG matrix and identify the positions of different products in the BCG Matrix (5 Marks) (11) Evaluate different grand strategic options available and suggest suitable grand strategic options to different products based on their positions in the BCG Matrix

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