Complete a bcg matrix and answer questions - Assignment Example

Marketing Analysis: BCG Matrix BCG Template High Market Potential Low BCG Matrix Stars CORPORATE CAR RENTALS Question MarksINSURANCE ADD ONS Cash Cows LEISURE CAR RENTALSDogs REFUELING/FUEL PACKAGES MISC. ACCESSORIES High Current Market Share LowFrom the above BCG chart, it is clear that Easy Car Rental has Corporate Car rentals as Stars, Insurance adds on as Question Marks, Leisure car rentals as Cash Cows, and Refueling/fuel packages and Misc. accessories as Dogs.Analysis In a BCG Matrix, Question Marks represent business units in which there is high growth potentiality despite the low market share or revenue that the firm obtains from the same (Griffin 222).

Even though insurance adds on have low market share, they have a high growth capability given the few expenses associated with them. On the other hand, Stars represent the business units that are the leaders within the organization in question (Griffin 222). In most cases, business units categorized as Stars required heavy investments to ensure that the high growth and market share are maintained. At the moment, corporate car rentals are the stars within this business given their high growth rate and high market share.

Dogs on the other perspective represent business units that trap cash given their low market growth and share (Griffin 223). Such business units therefore do not have the potential of adding a lot of cash into the business and they are related to the declining stage of the business. Refueling/fuel packages as well as miscellaneous accessories are the cash trappers. They have low growth and market share as well. Lastly, Cash Cows are business units with high market shares but a low growth potentiality (Griffin 223).

In such business units, they were the previous stars and if serious measures are put in place they can generate more cash. Leisure car rentals formed the previous stars within this business. They can generate more cash if serious measures are put in place. Applications The marketing manager should concentrate on the corporate cat rentals, leisure car rentals, and insurance adds on as a way of increasing cash whilst there should be need to reduce the refueling/fuel packages and the misc accessories, which continue to trap the cash for the business.

Work CitedGriffin, Ricky. Management. Mason, OH: Cengage Learning, 2012.