Market growth rate
In evaluating the attractiveness of a given market, the
BCG matrix considers two variables namely the rate of
market growth and relative market share. The rate of
market growth is an important variable since it determines
opportunities for marketing and it also has a direct
bearing on the success of the business. The results of
market growth rate over the 4 year period are shown in
Table 2.
In terms of market growth rate, Sweden, Netherlands,
France, Japan experienced positive rates of market growth.
Despite the fact that Germany, Belgium, UK and USA
accounted for a significant proportion of exported coffee,
the market growth rates were negative over the 4 year
period. This can be attributed to decreasing production particularly in the 2005/06 up to the 2007/08 coffee
season.