Abstract:
In an ever changing marketing environment where businesses have to continuously develop and maintain
existing brands, product management is of critical importance to organization’s sustainability. Through the
tool of portfolio analysis, corporate managers ensure a healthy and balanced portfolio by optimally allocating
limited resources among its SBUs and chart the best growth path for the organization. Even though BCG
(Boston Consulting Group) model is widely known and adopted its significance has not been empirically
tested inthe Ghanaian fast moving consumable sector. The objective of the study was to evaluate the practical
significance of BCG matrix in the fast moving consumable sector in Ghana, using Nestle Ghana limited as
the case study. The study was descriptive. Primary data were captured through the use of questionnaires
administered to management and staff of NGL. Target population of the study was management and staff of
NGL. Fifty one (51) respondents were randomly selected through purposive sampling technique. Responses
were coded using T-Test and Linear Regression for the analysis. The study established that NGL uses BCG
in analyzing products, and that BCG has delivered superior profitability to product analysis by determining
where a product is in its PLC, which has helped in evaluating a balance portfolio. The researcher
recommended that, in the fast moving consumable sector where close product management skills are needed
businesses need to have a healthy balance portfolio for sustainability purposes.
