Western India Palm Refined Oils Limited- Wipro, or recently also famous as Western India Products Limited, is the major provider of services in field of information technology in India, and located in Bengaluru, India. Wipro has demerge the non-IT business units into the separate companies. It is a $5 billion worth Indian conglomerate. It is the second largest company in terms of revenue in the IT segment. Wipro Limited has developed its interests in different areas like information technology, lighting, customer care, health care, and engineering. Wipro limited is the global service provider of different IT issues and solutions, which include consulting, system integration, outsourcing of information system, IT enabled services, and R&D services. For competing with the Procter and Gamble, and Hindustan Unilever in 2018, lighting, and consumer care as the Indian distribution as the acquired brands of personal care Yardley and Enchanter (Wipro, 2018).
The company needs to evaluate its service and product portfolio to diverse the risk and analysis. For this, company needs BCG matrix tool, which helps in classifying the strategic position of the business. There are four quadrants; star, question mark, cash cow, and dogs. The analysis is done in two main aspects; market share and market growth. Here is the detailed BCG matrix of Wipro;
Cash Cows
This is the richest quadrant, which has the main products of the company, as it is the primary revenue generator for the company. The products or services in this quadrant has high market share and low market growth rate. This clearly reflect towards the high cash inflow than outflow. The revenue earn by this category is then use for other purposes. BFSI: retail is the cash cow segment for Wipro limited, as the company is successfully getting much of the revenue from this area. It is leading the industry, and successful in retaining the position (Mohanraj, 2014).
Stars
This quadrant has high market share and high market growth rate. They also have high cash inflow than outflow, but not more than cash cow items. The product in this category needs investment because of the high growth level. The products can be turn into cash cow if the efforts are done rightly. Hi-tech and manufacturing segment is the star units for the Wipro, as the company is popular for its manufacturing services and high-tech services. It is able to build strong brand equity in this area, but still needs investment to be the cash cow (Hisri, 2010).
Question Marks
The items in this category have the high market growth but low market share, which means the company has to invest more in this quadrant, o turn it into star or cash cow, or else the quadrant will be the burden for the company. Efforts and attentions are required in this quadrant, to run the operations successfully. Lifesciences and healthcare, along with utilities and energy business segments are the question mark for the Wipro. This could be because of strong competition in market, which does not allow the company to lead the market (Mohanraj, 2014).
Dogs
These are the burden for the company, as the items in this quadrant have low market share and low growth rate. Company should try to improve the situation or else must go for shutting down the operations, so that the money could be used for other purposes. Wipro infrastructure can be consider as the dog in some places or areas, but not as a whole. The company is successfully earning much t run the operations (Hisri, 2010).
References
Hisri, (2010). Marketing strategy of Wipro. [Online], Available at: https://www.scribd.com/doc/28985450/Marketing-Strategy-of-WIPRO-by-Srinivas, [Accessed on: 25th September, 2018].
Mohanraj, P. 2014. BCG matrix of Wipro. [Online], Available at: https://www.researchgate.net/figure/BCG-Matrix-for-Infosys_fig3_309616498, [Accessed on: 25th September, 2018].
Wipro, 2018. About us. [Online], Available at: https://www.wipro.com/, [Accessed on: 25th September, 2018].