Question

Question: You have done the BCG matrix analysis of your portfolio and observed that you have a question mark brand in the energy drink market. Thinking about the conditions what could you do to make it become a star ?

Answer 1

The Question Mark products has lot of uncertainty in terms of the future. As the product belongs to growing market but the share of the product in the growing market is low, therefore the following two options can be taken to convert the question mark into the star:

a. Make a big investment decision to gain the higher market share in the new sales which is coming in the growing market. A disruptive strategy like huge marketing investment or promotional offers to gain the market share.

b. Second option to acquires the competitor brand which is doing well in the market and build the significant makret share by accumulating the share from both comapnies and then further grow it with the power of accumulative market share and brand synergies.