Any company you can think about has a product/service with the highest market share (cash cow) and another with the lowest market share (dog). Below is a list of companies with BCG matrix examples for their product/services. In this guide, we have used companies that have penetrated the global market. Companies in your state of residence may as well have a solid BCG matrix framework effected on their products/services. Whether a company is local in your state of residency or international, the BCG matrix framework remains the same.
BCG Matrix Examples
Cash Cows – LG has been quite competitive in the home entertainment industry. LG has been profitably selling audio systems and televisions in different markets worldwide. You probably have seen some of LG’s products in home entertainment shops.
Home appliances and air solutions are also cash cows as they bring in substantial revenue for the company. Their high sales volume accounts significantly for the profitability of LG. You will often see LG ventilation systems installed in premises housing big institutions like banks.
Stars – LG’s vehicle component solutions are gaining traction in the growing electric vehicles industry. The company makes vehicle components for different car manufacturers across the globe. This industry is rising as more car manufacturing companies project to be fully EV manufacturers by 2040.
Question Mark – LG offers different business solutions to corporates. The company has yet to make a significant footprint in global business solutions. It will soon be there under the right management. You can get many cloud computing and IT solutions corporates from LG, and your company could be the next LG client.
Dogs – LG smartphones were in the Dogs quadrant for quite a long until the company officially discontinued this business on July 31st, 2021. These were not making any substantial profits for the company. After properly examining the smartphone business, the exit was the best thing for LG to do.
Cash Cows – Samsung home appliances are its cash cows in its BCG matrix examples. You have probably seen or used a Samsung oven or microwave. It could be you have one or are planning to acquire one soon. Those cooking appliances are cash cows for Samsung.
Samsung refrigerators have also set a significant footprint in the global market. As cash cows, Samsung refrigerators bring in substantial revenue from Samsung’s global sales.
The washing machines manufactured by Samsung are equally as good. People buy these washing machines worldwide, contributing to a significant share of the company’s revenue.
Stars – Samsung smart TVs are gaining traction as consumers demand more smart products. The need for these TVs is due to consumers wanting electronic gadgets that can access the internet and be integrated with other computing devices. It is an industry that is not yet two decades old but is growing significantly. Samsung smart TVs are quite competitive in this industry.
Mobile phones from Samsung fall into this quadrant because the industry is still evolving. It is an industry developing fast with newer advancements in mobile computing devices.
Question Mark – Samsung laptops fall in the question mark quadrant. You probably know there are Samsung laptops, but maybe you have not used one for a day. Samsung laptops have had a poor reputation for unreliable battery life, and basic design, among others.
Dogs – Samsung printers have shifted from being Question Marks to dogs recently. It is a business that Samsung tried to push but has failed. Remember the last time you saw a Samsung printer and how often you see them.
In 2017, Samsung finally decided to transfer its business of manufacturing printers to HP. Transferring the printers business to HP was a good choice because this is one of the well-known printer brands.
Cash Cows – Namecheap’s selling of domain names business is their cash cows. Namecheap is among the top dogs in the industry of registering domains. The company registers new domains at relatively low prices compared to the industry average.
You can buy a domain from Namecheap and sell it with them after building its authority. This makes Namecheap sell premium domains that can fetch good money for those in the domain-flipping business.
Stars – Namecheap also offers website hosting services. It is still a popular service by Namecheap, and it is not as hard to come across a website owner who hosts their site with Namecheap. However, there are critics of Namecheap’s poor customer support, majorly on web hosting issues and challenges from their hosting services.
Question Mark – There is no service offered by Namecheap that certainly belongs to the question mark quadrant. Namecheap has been doing good in its business and still counting customers increment as it attracts buyers worldwide.
Dogs – The company has not publicly announced its struggle with any of its business in its portfolio. Namecheap has successfully managed to run its portfolio successfully.
Cash Cows – iPhones are responsible for Apple’s highest profit percentage hence cash cows in Apple’s BCG matrix examples. iPhones commands a significant market share, and people always anticipate the release of new ones. Bearing in mind how expensive these phones are, high demand makes them a cash cow for Apple.
Apple watches are also cash cow products. They fall into this quadrant because, to Apple, every iPhone user is a potential buyer of an Apple watch.
Watches and iPhones make more than 50% of the company’s revenue, as reported in its books of account. Despite diversifying into other businesses, iPhones and watches are strong cash cow products in Apple’s portfolio.
Stars – Macbooks are quite common in the corporate world. If a corporate consumer is not buying a Macbook, they will likely buy an iMac. These two products bring in substantial profits for the company. They enjoy free publicity by appearing freely in the corporate world.
For instance, you are likely to find Macbook or iMac in a top-level executive office, see it with a news anchor, or find them in studios among other corporate offices.
Question Mark – Apple TV has been there since 2007. The product is yet to penetrate the market to an extent where it can be recognized under the star or cash cow quadrants. It remains a potential product that Apple can evolve vigorously, making it a star or cash cow product.
The same case applies to Apple TV+. This streaming service has been around since 2019 and is yet to get market traction. It could penetrate the streaming industry and become a cash cow or a star product.
Dogs – iPod touch and Homepod are some products that Apple discontinued. Apple discontinued any further production of Homepod in March 2021. In May 2022, the company officially discontinued the iPod touch production.
Cash Cows – Nescafé is Nestle’s most popular product anywhere the company has set foot. This product is easily recognizable from the packaging and the color scheme of its packages. If you have ever consumed Netsle’s Nescafé, you probably note its convenience and readiness to use.
For its convenience, many people have become loyal customers of Nescafé. It remains to be one of the highest-selling powdered beverage products by Nestle.
Stars – Nestle also sells different nutrition products that help people maintain good health. Nestle’s mineral water is an example of a product in the star quadrant. Mineral water comes in different sizes for ease of portability or enough for family or group set-up.
Question Mark – The confectionary business of Nestle continues to face stiff competition. The company has yet to make a significant breakthrough and convert its confectionary business into a star or cash cow. There is too much potential in this market niche; thus, confectionary products by Nestlé. Few strategic approaches could unlock this potential.
Dogs –Milk chocolate was once people’s favorite. After being in existence since 1875, the product did not fit into the company’s values. Nestle felt that the milk product was not as healthy as it would wish for customers. Therefore, it dropped milk chocolate production back in 2014 and focused on dark chocolate.
- BCG Matrix: Star, Question Mark, Cash Cow and Dog
- Digital Marketing Tools: Top 6
- Psychographic Segmentation Examples: Top 5
- Demographic Segmentation Example: Top 8
- Benefits of Customer Segmentation: Top 7