1. Use the revenue by product category (i.e. carbonated beverage, bottled water, juice, etc -- provided below) to calculate 2018-2019 year over year revenue growth (or decline). Calculate the relative market share** for each brand for each specific Coke brand (8 points).Fill in the table below.

Product Brand Name

Total Product Category Annual

Revenues

2018-2019

($ per Year)

Product Category Revenue Growth or (Decline)

% change yr-over-yr

(t₁- t₂)/t₁

Market Share for Coke brand

(%)

Name the Primary Competitor and identify its Market Share

Relative Brand Share**

(calculated)

Coca Cola

2018: $35.39B

2019: $36.50B

26.6%

Pepsi = 14.7%

Dasani

2018: $18.9B

2019: $19.2 B

13%

Acquafina from Pepsi = 28.5%

Minute Maid

2018: 18.9M

2019: 17.8M

17.6%

Tropicana from Pepsi = 12.1%

Gold Peak

2018: $414.5M

2019 $417.9M

11.8%

Lipton from Pepsi = 27.3%

**Relative Market Share=Portion of industry sales generated by your product

Portion of industry sales generated by largest competitor

Relative Mkt Share

If your brand = 34% share and the largest competitor = 48% share.34 / .48 = .71

If you are top competitor @ 48% share=.48/.48 = 1.00

If your market share = 60% and the largest competitor = 48% share.60/.48 = 1.25

1. Manually label the horizontal and vertical axis of the BCG Matrix to precisely plot each of thesefour brands on a BCG Matrix. Label the endpoints of the market growth axis and relative market share axis to encompass the distance between theminimum and maximum values you found for changes in year-over-year growth rates as well as brand share. Insert the brand name at the approximate location within the matrix to indicate where each brand would be plotted.(6 points)

FYI for Team Project: HOW TO CREATE A BCG MATRIX IN EXCEL

https://www.youtube.com/watch?v=vNoI3yOE-os

Highest %%

G

%

R

%

O0

W%

T%

H

Lowest %%

HighestLowest

Relative Market Share

(3)Interpret the BCG Matrix results. In other words, what does this information imply about the resource allocation decisions that are likely to be made? (10 points)