POTENTIAL MARKET:

34.834.841 * 15% = 5.225.226,15

MARKET SHARE

5.225.226,15 * 5% = 261.261, 3
MARKET
MARKET SIZE SIZE MARKET
261.261, 3 * 5% = 13.063 13.063 SHARE

261.261, 3

POTENTIAL
MARKET

5.225.226,1
5

B.C.G

SALES VID SALES VID SALES CIA

2016 2015 2016
13’000.000 11’500.000 4’800.000

13’000.000-11’500.000 = 1’500.000 = 0.13*100% = 13%

11’500.000 11’500.000

COMPANY
4`800.000 = 0.36 * 100% = 36.92%
13’000.000
37 = 0.80%
45.6
 13 ARAZA
%

0.80%

225.226,15 * 5% = 261.261, 3

According to these criteria, the Arazá fruit should be located in the INTERROGANT quadrant, since
it is a new product, what is expected of our product is that it has a low market share in the
introduction phase; but in turn, the market can be defined as high growth.

The objective of this strategy is to increase the market of this strategic business unit even though
it has to invest a lot of cash and even having to forego short-term income in order to achieve it.

This structuring is effective for the products that are within the question mark quadrant whose
shares must grow in order to become Star products.