GSK Boston Consulting Group Matrix

Cabenuva, a long-acting injectable HIV treatment, is a significant contributor to GSK's robust HIV franchise. Its innovative dosing schedule provides a distinct advantage in the expanding HIV treatment landscape, positioning it as a star product with both high growth potential and a substantial market share.

GSK's Specialty Medicines segment, particularly oncology and HIV treatments, represents its Stars in the BCG matrix. These products exhibit high growth and strong market share, driving significant revenue increases. For instance, Apretude, an HIV prevention drug, saw about a 90% sales surge in 2024, with plans to triple doses by 2025-2026. Similarly, Jemperli, an oncology treatment, tripled its sales in 2024 due to new approvals. The overall oncology business nearly doubled its sales in 2024, highlighting its star status.

Dovato, a key HIV treatment from GSK, is a prime example of a Cash Cow within the company's portfolio. In 2024, it generated impressive sales of £1.3 billion, underscoring its significant market presence and profitability.

Its established efficacy and strong patient adherence contribute to consistently high-profit margins, making it a reliable source of substantial cash flow for GSK. This consistent performance solidifies its position as a mature, high-performing product.

Cash Cows represent products with high market share in mature, low-growth industries, generating more cash than they consume. GSK's portfolio features several such products, contributing significantly to its financial stability.

These established products, like Shingrix and Trelegy Ellipta, benefit from strong brand recognition and consistent demand. Their mature market status means lower reinvestment needs, allowing them to be reliable sources of substantial cash flow for GSK.

This consistent revenue generation enables GSK to fund research and development for new products and invest in other strategic areas. The dependable performance of these Cash Cows is crucial for the company's overall financial health and growth strategy.

Flovent/Flixotide, containing fluticasone propionate, are established inhaled corticosteroids that, much like Advair, face significant pressure from generic competition. Their market position is increasingly challenged by newer, more advanced respiratory treatments, leading to declining sales and a diminished market share.

These factors firmly place Flovent/Flixotide in the ‘Dog’ category of GSK's BCG Matrix. In 2023, the global market for inhaled corticosteroids, while substantial, saw a slowdown in growth for older molecules, with the fluticasone propionate segment experiencing a low single-digit decline in certain developed markets due to pricing pressures and the availability of generics.

Products classified as Dogs in GSK's BCG Matrix represent business units with low market share in a low-growth industry. These products typically generate low profits or even losses, often requiring more cash to maintain than they produce. GSK's strategy for these products usually involves minimizing investment or considering divestment to free up resources for more promising ventures.

For instance, Seretide/Advair, a former star product, has become a Dog due to intense generic competition, leading to declining sales. Similarly, Ventolin, a widely used rescue inhaler, operates in a saturated market with significant price pressures, limiting its growth potential and revenue contribution.

The Zantac litigation, despite not being a product in the traditional sense, acts as a 'Dog' by consuming significant capital without generating revenue. GSK incurred a substantial £1.8 billion charge in 2024 related to this issue, highlighting how such liabilities can drain resources and hinder strategic flexibility.

Blujepa (gepotidacin) represents a promising new entrant in GSK's portfolio, positioned as a potential star or question mark within the BCG matrix. Its recent FDA approval in Q1 2025 for uncomplicated urinary tract infections, coupled with a priority review for gonorrhea, highlights its innovative nature and addresses critical unmet needs in infectious diseases. This suggests substantial future growth prospects.

While Blujepa's novel mechanism of action and broad spectrum of activity point towards high market potential, its current market share is understandably small given its recent launch. As it gains traction and navigates market adoption, its position will evolve, requiring careful monitoring of sales performance and competitive landscape to determine if it transitions into a star or remains a question mark requiring further investment.

Question Marks in GSK's portfolio represent products with high growth potential but currently low market share. These are often new products or pipeline assets that require significant investment to gain market traction and determine their future success. Effective resource allocation is crucial for these products to transition into Stars.

GSK's strategic focus includes nurturing these Question Marks, such as Depemokimab and Blujepa, by investing in their development and commercialization. The success of these ventures will be pivotal in shaping GSK's future market leadership.

The company is actively managing its Question Mark portfolio, aiming to convert promising candidates into market leaders. This involves careful evaluation of market dynamics and competitive landscapes to ensure optimal investment decisions.

Several key GSK products currently fall into the Question Mark category, reflecting their early-stage market presence despite significant growth potential. These include Depemokimab for severe asthma, Blujepa for urinary tract infections and gonorrhea, and Penmenvy, a meningococcal B vaccine. Additionally, GSK's ultra long-acting HIV regimens (VH184, VH499, N6LS) are also Question Marks as they are still in development.