COWAY - CASE STUDY In 1989, Coway was founded in South Korea, researched and developed world-class air and water purifiers and essential home appliances. Today, Coway as a Netmarble Group associated company and the market leader of Korea, are proud to bring Coway award-winning products to Coway global consumers. Coway Co., Ltd. manufactures and distributes household appliances. The Company produces water purifiers, air purifiers, and other related products. Coway also produces bidets, water softeners, mattresses, clean washers, and other living care products. Company Profile Both Malaysian and Korean consumers and experts rated us as the leader in the water and air industry. COWAY Philosophy "We Believe in Goodness, We believe that the sum of our actions will eventually make a better world to live in" Mission Statemen t Healthy Environment, Happy People Together as a team, our journey of unearthing new possibilities, new solutions and new beginnings will continue for generations to come. We simply believe that a better world is possible when actions - of any sizes - are taken. Vision Statement The Life Care Company At Coway, we strive to make the world a better place, a cleaner place and a safer place. Coway future generations deserve the best in everything - clean water, fresh air and a pristine environment. This is Coway vision. Coway dream. Coway pledge. Reaching for the highest quality with technology and craftsmanship. Understanding the various dynamics of Coway consumer lifestyle and providing a better, healthier and happier lifestyle with Coway innovation and products is Coway mission to go forward. Life solutions through technology Coway market-leading signature brands of air, water and body care are all developed with Coway own technologies to provide a better life solution. COWAY PRODUCTS AIR PURIFIERS product -AIRMEGA Air is the essence of Coway life and what Coway is most proud of with over 27 years of experience. Coway supplies industry-leading air purifiers with the latest technology developed by Asia's largest air research centre with over 196 billion air-related databases. WATER product - AQUAMEGA Water is essential to us all and is where Coway started its business over 30 years ago. Coway R&D is the most recognized facility with dozens of WQA experts and analyses the water quality of over 40 countries to provide water that is safe and taste-full to drink. BODY CARE product - BIDETMEGA To support a better living and lifestyle, Coway produces industry-defining smart bidets with the signature i-wave care system. We pursuit every aspect of better living and make water softeners, massage chairs and foot baths for complete body care. MATTRESS Next-level mattress in a box that is prime in quality and budget efficient. Comes in every bed type you desire and is supported with an advanced 7 zone structure. With the topper exchange. Service brings long-lasting pleasant sleep care. INDUCTION STOVE Coway life gets better with simple but robust products that we can count on such as the Coway induction stovetop, smart garment cleaner and innovative LED cell mask. Coway passion to continue As the best life solution company, Coway business started from water purification to air and to multiple lifestyle categories. Coway technology-oriented passion will continue to introduce new products that lift up the value of Coway life. Coway Global Network

Reference to key products of x COMPANY as stated in case study, plot the business units on a portfolio matrix (the BCG Matrix). Justify any assumptions about the relative position of businesses on each axes of the matrix. What managerial conclusion do you draw from this analysis?

(1) 458 Awards As of 2021 From 2006 to 2021