The company is having its operations in 34 different countries around the world and having staff of 92,000 employees.

CRH remained successful because of its good operations and control from its head office, which, no wonder is in small size but the head office ensure smooth growth in their industry. The first segment means materials include production of cement and its aggregation. Products include making of architectural glass and concrete. The company has been rewarded for good relations with investors, innovations in making environment friendly products and improved financial reporting. The importance of positioning cannot be neglected in business as it serves the basic purpose to come up with the best fit between the organizational activities and the outside factors and environment. The company operates in a specific environment where the external forces and factors can influence its decision and operations. External factors have high potential of influencing daily business operations (Goold & Campbell 2002).

The benefits of this model include a comprehensive view, consideration of all market players, and ability to show a structured and simpler view of market for the top management The increase in bargaining power resulted in many other companies in the construction sector and hence it increased the demand of this particular industry of building and construction. Customers started being loyal and this becomes the advantage for the company and hence the demand for buildings and construction was increasing rapidly.

Also, this model considers both risks and returns to facilitate planners of the firm

Rivard and Raymond (2006) criticised the model that it does not consider the role of competitive advantage, corporate structure, and leadership characteristics of the companies. BCG Addition of various distribution channels will increase the overall revenues. Advertising expenditure would also help in increasing the market share only on the reason that competitors

do not increase the market expenditures in the similar way. These strategies can increase the relative market share and convert the question marks into stars.

Company can also provide them special offers and advertise their products via telephone marketing or internet marketing. By using these tactics, company can increase the growth rate and can easily convert their cash cow into star.

This matrix helps the companies to explore good opportunities and how they can avail the most out of it. The companies can also evaluate their cash cows in order to maximize the growth and profitability of their business operations in future.