Implementación de la matriz de Boston para el análisis de la cartera de negocios de Nestlé en Ecuador.

Abstract

The Boston matrix is used as a tool for analyzing the strategic business units of a company using three fundamental variables such as market share (X), market growth rate (Y), and the relative sales volume that allows to determine the size of each product line. The objective of this case study is to implement the Boston Matrix for the analysis of the Nestlé Ecuador SA product portfolio, through the Maggi, Gerber, Fitness, La Lechera, Dog Chow, Nescafé, Cocoa Plan, Amor brands and Nesquik. The methodology used is dual aspect since an analysis of secondary data is performed, and an empirical analysis through an interview and an observation in the Mi Comisariato supermarket in order to estimate data about the market share and rate of market growth of the brands under study. The results obtained determine that Fitness, Love and Cocoa Plan are located in the interrogation quadrant; in the star quadrant are Nescafé, La Lechera and Dog Chow; in the cow quadrant we find Gerber and Maggi, and finally in the dog quadrant is Nesquik.