Tabiiy gaz nima

6. BCG Matrix in the Marketing Strategy of Gazprom

Gazprom should continuously evaluate its product line by assessing their growth potential and share in the market. The products can be classified into the following categories:

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  The products with high growth and high market share are classified as stars. Gazprom should increase the investment after identifying the stars in its product lines.
  
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  Products with high market growth but low share are classified as question marks. Gazprom should analyse why market share is low despite the high growth rate.
  
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  Products with low growth but high market share are cash cows that need to be milked for continuous good performance in the market with low growth and limited opportunities.
  
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  Lastly, products with low growth and low market share are dogs’ Gazprom should divest as it is difficult to make profits and get an adequate return by investing in dogs.
  

The high number of stars and cash cows will indicate good performance, whereas, a high number of question marks and dogs will be a cause of concern for Gazprom. The product classification is necessary for evaluating the success of the Marketing Strategy of Gazprom.