Portfolio Analysis of Square

Case Study Portfolio Analysis of determine Toiletries exceptionalPrepared by Fatin Khandoker Ashraful Hassan Ashik Towhida Tasnim Rukhsar Sanjaree Nawaz Jafrin Ahmed Adiba Square is a well-renowned brand in Bangladesh. It provides a wide avow of markets with various products and services. It operates various sectors and one of them being Square Toiletries Limited. The Boston Consulting convocation Approach (BCG hyaloplasm) is the method by which a high society identifies what throw offs up their portfolio. BCG Matrix helps to process the portfolio and analyze its products attractiveness.The company so-and-so then decide whether to refrain from or invest into the product or brand. In this case, Square Toiletries Limited is represented by quartette brands in four different markets. They are Meril Splash in the beauty soap market, Chaka in the washing powder market, Freshgel in the toothpaste market and finally Senora in the hale napkin market. As assigned by the Square Toile tries Limited, our analysis of the stipulation products in relation to the BCG Matrix is given be small(a) On the unsloped axis, the market growth rate provides a measure of attractiveness.On the swimming axis, the relative market share serves as a measure of company strength in the market. STAR Square Toiletries Limited has a hygienical napkin under which comes the brand Senora. Senora holds 60% of the market share in terms of volume, which is much higher than any other competitive hygienical napkin brands in the market. It also has a high market growth. Senora crumb be considered as a headliner product of Square Toiletries Limited as it has both a high market growth as well as a high share in the market. therefore Senora waits a high amount of enthronization to ustain their attractiveness in the market as its competitors are international brands. CASH-COWS In the matrix shown on the forward page, Chaka washing-powder can be considered the cash-cows of Square Toiletries Limited. Cash-cows are low-growth, high-share rail linees or products. Chaka comprises 9% of the jibe market share in Bangladesh. It cannot compete with the likes of Wheel which controls a whop 40% of the market share. Chaka however can compete with its local rivals much(prenominal) as Keya (6% market share), Tibet (9% market share) among others.It is an established and successful SBU which doesnt require much investment. Chaka earns a lot of cash which can be employ to pay for the expenses of the business and support other SBUs needing investment. QUESTION MARKS Meril Splash, a product of Square Toiletries Limited has a market share of 6% in the highly growing beauty-soap market. Compared to other brands like Lux, which has the most customers and an exceedingly high market share of 60%, Meril Splash has a really low market share.As a matter of fact, Meril Splash can be considered under the Question Marks category since they are low-share business units in high-growth market. This brand will require a lot of investment to hold its share in the market. So the management needs to make a very wise decision about drop push in this product and take the risk to turn it into a star or should it be phased out. DOGS Unlike its business compatriots, Freshgel, a toothpaste brand from Square Toiletries Limited has a very low market share of conscionable 2%.This category of product has low market growth. Hence in the BCG matrix, it can be considered a dog. It is categorized as such(prenominal) because it has both a low market share and a low market growth rate. Therefore Square Toiletries Limited should stop investing in Freshgel as it does not promise to produce a outsize source of cash. Eventually Freshgel should be closed down. By focusing and works properly on such aspects of the business, Square Toiletries can become a money-making machine.