Even if the company's business units may not all have great growth potential, it is well-diversified and has a solid basis for ongoing success in its key areas. Generally, Grace Kennedy can be described as a steady, mature company with strong market positions in the food and financial services industries. By the creation of fresh products and innovation, the division can also expand. The financial services industry dominates the market in Jamaica and has been growing in other Caribbean countries as well. On the other hand, Grace Kennedy's financial services division might be categorized as a Star. In Jamaica and the Caribbean, the food sector holds a sizable market share, but due to the mature state of the business and the comparatively slow rate of innovation and new product creation, growth potential may be constrained. We can apply the BCG Matrix to the various business divisions or product lines of Grace Kennedy to examine the company's position as a whole.Īccording to the information that is currently available, Grace Kennedy's food section would be considered a Cash Cow. Dogs are a low market share and low growth potential good or service.Ī diverse Jamaican company with interests in culinary and financial services is called Grace Kennedy. Question Marks are goods or services with a small market share but significant room for expansion. Cash Cows are goods or services that have a large market share but little room for expansion. Stars are goods or services that have a large market share and significant room for expansion. BCG matrix is commonly used to analyze business portfolio by comparing relative ratio of ones market share to the largest competitors in the industry. Stars, Cash Cows, Question Marks, and Dogs are the four categories that the matrix separates goods or services into. The Boston Consulting Group (BCG) Matrix is a technique for strategic planning that aids companies in evaluating their product or service portfolios based on market share and future growth possibilities.

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