Assignment Overview: For this assignment, you will be using a tool called the BCG Matrix to evaluate the market share of your teams products over Years 1-4. In conjunction with this analysis, each team member should choose one product to evaluate further. This will be supported by creating two graphs or charts to help explain the products success or failure.

EXECUTIVE SUMMARY FORMAT: Upon completion of the BCG Matrix & additional charts/graphs, write an Executive Summary overviewing your analysis with the following paragraphs:

- Introduction Overview of the purpose and goal of the analysis. Reference the BCG Matrix and identify which product you will evaluate further.

- Paragraph 1 Overview of the four years of BCG Matrices discussing the overall movement of your market share for all company products. Be sure to reference each BCG Matrix.

- Paragraph 2 Introduce the product you will examine further & its targeted sales segment. Discuss this specific products market share changes on the BCG Matrix over the 4 years.

- Paragraph 3 Discuss your 1st graph/chart and what it tells you about the products positioning. Be sure to reference the chart/graph directly.

- Paragraph 4 Discuss your 2nd graph/chart and what it tells you about the products positioning. Be sure to reference the chart/graph directly.

- Closing Provide specific recommendations for the product you chose to examine further. What should your team do to make this product more competitive or continue its success based on your analysis?

Steps to complete this assignment:

1. Create BCG Matrix Charts:

- Use the Capstone Courier Reports from your company.

- Watch the video provided on creating the BCG Matrix using the Excel template.

- Complete a BCG matrix plotting your companys products on each chart.

- Create four BCG Charts, in total, showing the movement of the products from Year 1 thru Year 4.

o Be sure to use the appropriate Market Share and Market Growth Rates NOTE: If your company has the largest market share for the segment, then this is entered as the largest competitors share and the relative market share becomes one.

o Circle size for each product should display the relative sales dollars.

2. Choose one of your companys products. (It would be helpful if each team member choose a different product.) Provide 2 additional graphs or charts to explain why that product is performing as such.

Some ideas: (See your instructor for ideas too! Keep in mind what makes sense based on the products target sales segment, e.g. Traditional, Low End, High End, etc.)

o Chart the performance, size and/or age against a competitor product or customer future report expectations.

o Graph the December Customer Survey Scores against a competitor product. o Graph expenditures on Promotion Budget & Customer Awareness Score o Graph expenditures on Sales Budget and Customer Accessibility Score

Using the information provided by the charts and graphs write an Executive Summary. o Follow the guidelines above for the structure of the Executive Summary. o Length11.5pages

Format Guidelines

- Submit in one professionally prepared Microsoft Word document (3-5 pages depending on the size of your charts)

- Business Writing format Do NOT use I statements!

- 11-point font Times New Roman or Calibri

- Spell check and grammatically correct