{"product_id":"thulegroup-bcg-matrix","title":"Thule Group Boston Consulting Group Matrix","description":"\u003cdiv class=\"pr-shrt-dscr-wrapper orange\"\u003e\n\u003csection class=\"pr-shrt-dscr-box\"\u003e\n\u003cdiv class=\"pr-shrt-dscr-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Magnifier-Icon.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eClarify Portfolio Positions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"pr-shrt-dscr-content\"\u003e\n\u003cp\u003eThule Group's BCG Matrix preview maps its outdoor and transport offerings to likely categories - Stars (fast-growing carriers and bike racks), Cash Cows (established rooftop boxes), and Question Marks (emerging mobility accessories) - highlighting where market-share versus growth trade-offs should guide capital allocation.\u003c\/p\u003e\n\u003cp\u003eExplore the full BCG Matrix to see which products are Stars, Cash Cows, Dogs, or Question Marks. Purchase the complete report for a detailed breakdown and practical strategic guidance.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eS\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003etars\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper green\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePremium Strollers and Joggers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe stroller category has grown rapidly, with Thule leveraging brand equity to capture a 12.4% global premium juvenile share in 2025 and +18% CAGR since 2021; Sleek and Urban Glide together accounted for ~42% of Thule stroller revenue in FY2024 (SEK 1.1bn of SEK 2.6bn). Continued marketing spend-up 25% YOY in 2024-and quarterly product iterations are needed to convert this Stars segment into a future cash cow by increasing margins above the current 14% operating margin.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eAdvanced Bike Trailers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eAdvanced Bike Trailers sit as a Star in Thule Group's BCG matrix, leading a high-growth urban mobility niche where global e-bike and micromobility markets grew ~18% in 2024 and EU bike commuting rose 12% year-on-year.\u003c\/p\u003e\n\u003cp\u003eThule charges premium prices (average trailer ASP ~€450 in 2024) and reports \u0026gt;70% repeat purchase intent, but sustaining leadership needs ongoing R\u0026amp;D-R\u0026amp;D spend for Active with Kids up 9% in 2024 to €24m-to add new safety tech.\u003c\/p\u003e\n\u003cp\u003eThe segment is a primary growth engine for Active with Kids, contributing roughly 28% of that business unit's 2024 revenue and outpacing overall Thule Group organic growth of 8%.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRooftop Tents\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eThe overlanding and outdoor adventure market grew ~15% CAGR 2019-2024, pushing Thule rooftop tents into a high-growth Stars quadrant; global rooftop tent unit sales hit ~420k in 2024 per industry estimates. \u003c\/p\u003e\n\u003cp\u003eThule gained ~28% market share in premium rooftop tents by 2024 via acquisitions and brand integration, becoming a category leader across Europe and North America. \u003c\/p\u003e\n\u003cp\u003eSegment margins are positive (estimated gross margin ~32% in 2024) but require heavy cash: capex and working capital needs rose ~40% YoY to scale production and global distribution. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eE-bike Compatible Carriers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eThule's premium hitch-mounted e-bike carriers are a Stars segment: e-bike sales grew 28% in 2024 to 46 million units globally, driving a surge in demand for heavy-duty racks; Thule reports 18% sales growth in hitch-mounted carriers in FY2024, outpacing its overall 6% growth.\u003c\/p\u003e\n\u003cp\u003eContinued marketing and R\u0026amp;D investment is needed to hold the gold-standard position as specialist entrants and lower-cost rivals expand in 2025.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eGlobal e-bike sales 2024: 46 million (+28%)\u003c\/li\u003e\n\u003cli\u003eThule hitch-carrier sales growth FY2024: +18%\u003c\/li\u003e\n\u003cli\u003eCompany overall growth FY2024: +6%\u003c\/li\u003e\n\u003cli\u003eAction: sustain promo + product upgrades in 2025\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eSustainable Technical Backpacks\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eThule is rapidly taking share in high-end technical daypacks and hiking packs, with global unit sales up 22% in FY2024 and a 14% premium-price realization versus mainstream competitors.\u003c\/p\u003e\n\u003cp\u003eThule's sustainable-materials push-recycled polyester and PFC-free DWR-drove a 28% sales lift in eco-labeled packs in 2024 and improved gross margin by ~120 bps.\u003c\/p\u003e\n\u003cp\u003eThis high-growth segment (estimated CAGR 11% through 2027) sits between luggage and outdoor hardware, expanding TAM and boosting cross-sell into Thule's travel and bike channels.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e22% FY2024 unit growth\u003c\/li\u003e\n\u003cli\u003e28% eco-pack sales lift\u003c\/li\u003e\n\u003cli\u003e+120 bps gross-margin gain\u003c\/li\u003e\n\u003cli\u003e11% projected CAGR to 2027\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Stars-Star-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eThule's premium growth engines-strollers, e-bikes, rooftop tents accelerating cash conversion\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eStars: high-growth premium segments (strollers, bike trailers, rooftop tents, hitch carriers, technical packs) drove Thule's Active with Kids and Outdoor units-strollers SEK 1.1bn of SEK 2.6bn (FY2024), stroller share 12.4% (2025), e-bikes 46M units (2024), hitch carrier sales +18% (FY2024), rooftop tent share ~28% (2024); require continued marketing, R\u0026amp;D, and capex to convert to cash cows.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSegment\u003c\/th\u003e\n\u003cth\u003eKey 2024-25 metrics\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eStrollers\u003c\/td\u003e\n\u003ctd\u003eSEK1.1bn rev; 12.4% share; +18% CAGR (2021-25)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBike trailers\u003c\/td\u003e\n\u003ctd\u003ee-bikes 46M (2024); \u0026gt;70% repeat intent; ASP €450\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRooftop tents\u003c\/td\u003e\n\u003ctd\u003e420k units (2024); ~28% share; GM ~32%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHitch carriers\u003c\/td\u003e\n\u003ctd\u003eSales +18% (FY2024); Thule growth +6%\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-includes\"\u003e\n\u003ch2\u003eWhat is included in the product\u003c\/h2\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Word-Icon.svg\" alt=\"Word Icon\"\u003e\n\u003cstrong\u003eDetailed Word Document\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eBCG Matrix of Thule Group: quadrant-by-quadrant product analysis with strategic buy\/hold\/divest guidance, competitive threats, and trend context.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"plus-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Plus-Icon.svg\" alt=\"Plus Icon\"\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-includes\"\u003e\n\u003cdiv class=\"title-row-includes\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Excel-Icon.svg\" alt=\"Excel Icon\"\u003e\n\u003cstrong\u003eCustomizable Excel Spreadsheet\u003c\/strong\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-includes\"\u003e\n\u003cp\u003eOne-page overview placing each Thule Group business unit in a BCG quadrant for quick strategic clarity\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eC\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eash Cows\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRoof Racks and Rail Systems\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eRoof racks and rail systems form Thule Group's cash cow, holding near‑monopolistic share in the premium segment (estimated ~45-55% global premium share in 2024) and delivering steady margins-operating margin ~18% for the segment-on a mature basic roof‑bar market with low marketing spend.\u003c\/p\u003e\n\u003cp\u003eThese stable cash flows funded Thule's FY2024 R\u0026amp;D capex increase to SEK 780m and supported expansion into bike‑carriers and e‑mobility accessories, accounting for ~30% of group free cash flow in 2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRoof Boxes and Cargo Carriers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThule (Thule Group AB, ticker THULE-B) leads the roof box and cargo carrier market with ~40-50% global share in 2024 and premium positioning for safety and aerodynamics, keeping unit ASP ~€300-€450. \u003c\/p\u003e\n\u003cp\u003eMarket CAGR is ~3% (2022-2025), but segment margins near 20-25% support steady EBITDA contribution; it routinely funds dividends and ~€30-40m\/year in R\u0026amp;D for Thule Group. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eWinter Sport Carriers\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eSki and snowboard racks are a classic cash cow for Thule Group, with global market share above 40% in winter carriers and replacement cycles of 5-8 years, yielding steady unit sales each season.\u003c\/p\u003e\n\u003cp\u003eTechnology is mature, so COGS and R\u0026amp;D per unit are low; FY2024 gross margin on outdoor accessories was ~48%, keeping operating leverage high in Q4-Q1.\u003c\/p\u003e\n\u003cp\u003eStrong brand loyalty and peak winter demand make these racks a reliable liquidity source, historically contributing ~12-15% of Thule Group's seasonal sales in Q4 2023-2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eTraditional Bike Racks\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eStandard strap-on and hitch racks for conventional bicycles sit in Thule Group's BCG cash cows: market growth is flat (~1% CAGR 2022-2025) but category generated ~SEK 2.1bn in 2024, remaining a core profit engine.\u003c\/p\u003e\n\u003cp\u003eThule benefits from economies of scale-manufacturing and distribution efficiencies lifted gross margins to ~42% in 2024 despite pricing pressure from competitors.\u003c\/p\u003e\n\u003cp\u003eFocus is on operational efficiency, SKU rationalization, and protecting retail shelf space rather than market share expansion.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eFlat market growth ~1% CAGR (2022-2025)\u003c\/li\u003e\n\u003cli\u003eCategory revenue ~SEK 2.1bn in 2024\u003c\/li\u003e\n\u003cli\u003eGross margin ~42% (2024)\u003c\/li\u003e\n\u003cli\u003eStrategy: efficiency, SKU cuts, shelf presence\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRV Awnings and Tents\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eThule Group's RV awnings and tents sit in Cash Cows: in Europe the RV accessories market is mature and stable, with Thule holding top supplier positions and long-term OEM contracts that secure predictable volumes; European motorhome registrations were ~295,000 units in 2023, supporting steady demand.\u003c\/p\u003e\n\u003cp\u003eAftermarket sales and low capex needs for moulding and textile lines yield high margins and free cash flow; Thule reported 2024 adjusted EBITDA margin ~18% group-wide, and this segment helps fund R\u0026amp;D and expansion in growth areas.\u003c\/p\u003e\n\u003cp\u003e\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eMarket: mature European RV sector (~295,000 new registrations 2023)\u003c\/li\u003e\n\u003cli\u003ePosition: leading OEM supplier with long-term contracts\u003c\/li\u003e\n\u003cli\u003eFinance: low capex, high free cash flow; supports ~18% adjusted EBITDA (2024)\u003c\/li\u003e\n\u003cli\u003eDemand: stable aftermarket replacement cycle\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-CashCows-Icon-Dollar-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eThule's cash-cow outdoor gear: high-share racks \u0026amp; awnings driving 30% of FCF\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eRoof racks\/rail systems, roof boxes, ski racks, bike hitch racks and RV awnings are Thule Group cash cows-high shares (40-55% in key premium niches in 2024), steady margins (gross ~42-48%, segment op margin ~18%), low capex, and ~30% of group FCF in 2024; market CAGRs ~1-3% (2022-2025), category revenue examples: SEK 2.1bn bike racks 2024; RV new regs ~295,000 EU 2023.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eCategory\u003c\/th\u003e\n\u003cth\u003eShare 2024\u003c\/th\u003e\n\u003cth\u003eMargin\u003c\/th\u003e\n\u003cth\u003e2024 Rev \/ stat\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eRoof racks\/rails\u003c\/td\u003e\n\u003ctd\u003e45-55%\u003c\/td\u003e\n\u003ctd\u003e18% op\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRoof boxes\/cargo\u003c\/td\u003e\n\u003ctd\u003e40-50%\u003c\/td\u003e\n\u003ctd\u003e20-25% EBITDA\u003c\/td\u003e\n\u003ctd\u003eASP €300-€450\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eBike hitch\/strap\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003ctd\u003eGross 42%\u003c\/td\u003e\n\u003ctd\u003eSEK 2.1bn\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSki\/snowboard racks\u003c\/td\u003e\n\u003ctd\u003e\u0026gt;40%\u003c\/td\u003e\n\u003ctd\u003eGross ~48%\u003c\/td\u003e\n\u003ctd\u003eSeasonal Q4 peak\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRV awnings\/tents\u003c\/td\u003e\n\u003ctd\u003eTop supplier\u003c\/td\u003e\n\u003ctd\u003eAdj EBITDA ~18%\u003c\/td\u003e\n\u003ctd\u003eEU new regs 295,000 (2023)\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003ch2\u003e\n\u003cspan style=\"color: #3BB77E;\"\u003eWhat You're Viewing Is Included\u003c\/span\u003e\u003cbr\u003eThule Group BCG Matrix\u003c\/h2\u003e\n\u003cp\u003eThe file you're previewing is the exact Thule Group BCG Matrix report you'll receive after purchase-no watermarks, no demo placeholders-just the fully formatted, strategy-ready document designed for immediate use.\u003c\/p\u003e\n\u003cp\u003eThis preview mirrors the final deliverable, combining market-backed analysis with clear visuals so the downloaded file is ready to edit, present, or include in board materials without further adjustments.\u003c\/p\u003e\n\u003cp\u003eUpon purchase you'll get the same professional BCG Matrix in your inbox-instantly downloadable and suitable for client presentations, internal planning, or investor briefings.\u003c\/p\u003e\n\u003cp\u003eWhat you see is the real product: a concise, expert-crafted BCG Matrix tailored for Thule Group that's ready to plug into your strategic workflow.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/GENERAL-Explore-Preview.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-1_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter green\"\u003eD\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003eogs\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eLegacy Camera Bags\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eLegacy Camera Bags sit in Dogs: low market share in a shrinking market-global compact\/interchangeable-lens camera sales fell ~40% from 2017-2023 to ~8.4M units (CIPA), and Thule's camera-bag revenue reportedly declined mid-teens percent in 2024, making the line a drain on management focus.\u003c\/p\u003e\n\u003cp\u003eDivestiture or phased discontinuation is likely as Thule pivots to modern carry categories (camera backpacks for hybrid creators, phone-first cases) that showed 12-18% growth in 2023-2024.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eBasic Laptop Sleeves\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eThe entry-level laptop sleeve market is highly fragmented and commoditized, with global unit growth slowing to ~2% in 2024 and ASPs (average selling prices) around $12-18, favoring low-cost imports; barriers to entry remain low. \u003c\/p\u003e\n\u003cp\u003eThule (Thule Group AB, market cap ~SEK 67bn as of 2025) finds it hard to sustain a competitive edge vs. generic brands that capture high-volume retail and drive gross margins below 25% on these SKUs. \u003c\/p\u003e\n\u003cp\u003eThese sleeves deliver low margins, dilute Thule's premium outdoor\/urban brand positioning, and account for limited revenue upside-estimating \u0026lt;5% segmental contribution and negative margin impact on accessory portfolios in 2024. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-1_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDiscontinued Luggage Collections\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eDiscontinued hard-shell luggage without tracking or sustainable materials sits in Thule Group's Dogs quadrant: low growth, low market share. Sales fell ~28% YoY in 2024 and ASPs dropped 22%, forcing markdowns that tied up an estimated SEK 120-150m inventory capital. These SKUs distract from high-margin Subterra and Chasm lines, which grew 14-18% and command far higher SKU productivity.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-green-section\"\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eEntry-Level Tablet Cases\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eEntry-level tablet-only cases sit in the BCG matrix as Dogs: the niche has shrunk ~35% since 2018 and global unit sales fell ~22% in 2024 as OEMs bundle cases and tablets; margins run ~6-8% vs Thule average ~18%, so they neither drive cash nor align with the active-lifestyle brand.\u003c\/p\u003e\n\u003cp\u003eThey face direct competition from device makers, add SKUs and logistics cost (~$1.2M annual carrying cost), and are strong candidates for delisting to cut complexity and free ~3% of warehouse volume.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eMarket down 35% since 2018\u003c\/li\u003e\n\u003cli\u003eUnit sales -22% in 2024\u003c\/li\u003e\n\u003cli\u003eMargins 6-8% vs Thule avg 18%\u003c\/li\u003e\n\u003cli\u003eSave ~$1.2M carrying cost; free ~3% warehouse volume\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-green-section4\"\u003e\n\u003cdiv class=\"title-row-green-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eRegional Specific Low-Volume Accessories\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-green-section blur_box\"\u003e\n\u003cp\u003eRegional-specific low-volume accessories at Thule Group, such as Japan-only bike rack adapters and Australia-only roof-box mounts, fail to reach scale; average unit logistics exceed €8 versus €2 for global SKUs, pushing gross margins below 10% in 2024.\u003c\/p\u003e\n\u003cp\u003eThese SKUs see \u0026lt;10% brand awareness outside home markets and contribute \u0026lt;0.5% to group revenue while admin and SKU-management costs consume ~€1.2m annually, making continued production unprofitable.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eHigh logistics: €8\/unit vs €2 global\u003c\/li\u003e\n\u003cli\u003eLow margin: \u0026lt;10% gross\u003c\/li\u003e\n\u003cli\u003eRevenue share: \u0026lt;0.5% total\u003c\/li\u003e\n\u003cli\u003eAdmin cost: ~€1.2m\/year\u003c\/li\u003e\n\u003cli\u003eAwareness: \u0026lt;10% outside home market\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Dogs-Icon-Locker-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eCut weak SKUs: delist dogs to free SEK120-150m, cut costs ~€1.2m annually\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eDogs: legacy camera bags, entry laptop sleeves, discontinued hard-shell luggage, tablet cases, and regional low-volume accessories - low share, shrinking markets, thin margins; combined drag ~\u0026lt;5% revenue, inventory tie-up SEK 120-150m, margin erosion to \u0026lt;25% on affected SKUs, potential ~€1.2m-$1.2m annual save if delisted.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSKU\u003c\/th\u003e\n\u003cth\u003eGrowth\u003c\/th\u003e\n\u003cth\u003eMargin\u003c\/th\u003e\n\u003cth\u003eImpact\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eCamera bags\u003c\/td\u003e\n\u003ctd\u003e-40% (2017-23)\u003c\/td\u003e\n\u003ctd\u003emid-teens\u003c\/td\u003e\n\u003ctd\u003eInventory, divest\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eLaptop sleeves\u003c\/td\u003e\n\u003ctd\u003e+2% (2024)\u003c\/td\u003e\n\u003ctd\u003elow; ASP $12-18\u003c\/td\u003e\n\u003ctd\u003eCommoditized\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHard-shell\u003c\/td\u003e\n\u003ctd\u003e-28% (2024)\u003c\/td\u003e\n\u003ctd\u003eASPs -22%\u003c\/td\u003e\n\u003ctd\u003eSEK120-150m tie-up\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eTablet cases\u003c\/td\u003e\n\u003ctd\u003e-22% (2024)\u003c\/td\u003e\n\u003ctd\u003e6-8%\u003c\/td\u003e\n\u003ctd\u003eSave ~$1.2m\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eRegional parts\u003c\/td\u003e\n\u003ctd\u003en\/a\u003c\/td\u003e\n\u003ctd\u003e\u0026lt;10%\u003c\/td\u003e\n\u003ctd\u003e€1.2m cost\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_orange\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"container_new_design\"\u003e\n\u003cdiv class=\"text-section text-2_new_design\"\u003e\n\u003cdiv class=\"frst_big_letter_heading\"\u003e\n\u003ch2\u003e\n\u003cspan class=\"frst_big_letter_letter orange\"\u003eQ\u003c\/span\u003e\u003cspan class=\"frst_big_letter_text\"\u003euestion Marks\u003c\/span\u003e\n\u003c\/h2\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-wrapper orange\"\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003ePremium Hard-Shell Luggage\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003ePremium hard-shell luggage is a Question Mark for Thule Group: a high-growth post-pandemic market (global luggage CAGR ~7.1% 2021-2025; 2024 sales ≈ $43B) but Thule's share is under 1% versus Samsonite's ~9% and Tumi's ~2.5%.\u003c\/p\u003e\n\u003cp\u003eProducts score high on quality and price premiums, yet converting to a Star needs sizeable marketing and retail investment-estimate €30-60M over 3 years to boost brand awareness from ~12% to 35% in core EU\/US markets.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003csection class=\"sub-highlight-box\"\u003e\n\u003cdiv class=\"sub-highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eDog Transport Solutions\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"sub-highlight-content\"\u003e\n\u003cp\u003eDog Transport Solutions sits in Question Marks: Thule entered the pet travel market in 2024 with premium, crash-tested crates; global pet travel was a $3.2bn market in 2024 and high-end segment grew ~12% YoY, yet Thule's share is under 1%. \u003c\/p\u003e\n\u003cp\u003eGrowth hinges on converting safety reputation into pet-owner trust; product R\u0026amp;D and a targeted marketing push-estimated $8-12m over 18 months-could lift share to 5-8% and reach break-even by 2027. \u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"image-section image-2_new_design\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image.svg\" alt=\"Explore a Preview\"\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eHydration Packs\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eHydration packs sit in Thule's Question Marks quadrant: the global hydration market grew ~7% CAGR 2019-2024 to $1.5B, driven by trail running and mountain biking, yet Thule holds a low single-digit market share versus CamelBak and Osprey's combined ~60% share.\u003c\/p\u003e\n\u003cp\u003eTo move toward Stars, Thule needs heavy marketing and athlete endorsements; estimate: raising awareness from 8% to 25% could lift share to ~10-12% within 24 months, assuming $5-8M annual promo spend and retail support.\u003c\/p\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e\n\u003cdiv class=\"product-orange-section\"\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eUrban Commuter Bags\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eUrban Commuter Bags are a Question Mark: bike-to-work demand grew 18% in 2024 (EU cycling trips), Thule launched panniers and commuter backpacks in 2023 but holds an estimated \u0026lt;3% share in the fragmented urban-cycling bag market dominated by specialty brands.\u003c\/p\u003e\n\u003cp\u003eGrowth potential is high-global cycle-commute gear forecast CAGR ~12% to 2028-yet low scale and channel mismatch make profitability uncertain without targeted investment.\u003c\/p\u003e\n\u003cp\u003eThule needs a distinct marketing mix and dedicated retail partnerships to convert share; a pilot spend of ~€5-10m could aim to reach 8-10% share in 24 months.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003eMarket growth 12% CAGR to 2028\u003c\/li\u003e\n\u003cli\u003eThule share \u0026lt;3% (2024 est.)\u003c\/li\u003e\n\u003cli\u003eBike-to-work trips +18% in EU (2024)\u003c\/li\u003e\n\u003cli\u003eRecommend €5-10m pilot marketing\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"product-box-orange-section4\"\u003e\n\u003cdiv class=\"title-row-orange-section\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-2.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eEco-Friendly Travel Totes\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"content-row-orange-section blur_box\"\u003e\n\u003cp\u003eThule is testing lifestyle travel totes made from 100% recycled fabrics to target eco-conscious travelers; global sustainable fashion is growing ~9-11% CAGR and reached about $150B in 2024 (McKinsey 2024), but Thule's FY2024 revenue of ~SEK 13.9bn remains hardware-heavy.\u003c\/p\u003e\n\u003cp\u003eIt's unclear if Thule can grab \u0026gt;5-10% share in sustainable travel accessories to shift this into a long-term segment given brand perception and modest current apparel penetration.\u003c\/p\u003e\n\u003cul class=\"lst_crct\"\u003e\n\u003cli\u003e100% recycled fabrics pilot\u003c\/li\u003e\n\u003cli\u003eSustainable fashion market ~ $150B in 2024, 9-11% CAGR\u003c\/li\u003e\n\u003cli\u003eThule FY2024 revenue ~ SEK 13.9bn, hardware-dominant\u003c\/li\u003e\n\u003cli\u003eTarget share needed \u0026gt;5-10% for viable segment\u003c\/li\u003e\n\u003c\/ul\u003e\n\u003c\/div\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/div\u003e\n\u003csection class=\"highlight-box\"\u003e\n\u003cdiv class=\"highlight-icon\"\u003e\n\u003cimg src=\"\/cdn\/shop\/files\/BCG-Content-Questions-Image-Icon-Color-1.svg\" alt=\"Icon\"\u003e\n\u003ch3\u003eThule's high-growth bets: €5-60M to capture 5-12% in 7-12% CAGR niches\u003c\/h3\u003e\n\u003c\/div\u003e\n\u003cdiv class=\"highlight-content\"\u003e\n\u003cp\u003eQuestion Marks: premium luggage, dog transport, hydration packs, urban commuter bags, sustainable totes-high-growth niches (market CAGRs 7-12%; 2024 market sizes: luggage $43B, pet travel $3.2B, hydration $1.5B, sustainable fashion $150B); Thule shares \u0026lt;1-3% in each; total FY2024 revenue SEK 13.9bn. Investment gaps: €5-60M per initiative to reach 5-12% share.\u003c\/p\u003e\n\u003ctable class=\"tbl_prdct green_head blur_tbl\"\u003e\n\u003cthead\u003e\u003ctr\u003e\n\u003cth\u003eSegment\u003c\/th\u003e\n\u003cth\u003e2024 size\u003c\/th\u003e\n\u003cth\u003eCAGR\u003c\/th\u003e\n\u003cth\u003eThule share\u003c\/th\u003e\n\u003cth\u003eEst. invest\u003c\/th\u003e\n\u003c\/tr\u003e\u003c\/thead\u003e\n\u003ctbody\u003e\n\u003ctr\u003e\n\u003ctd\u003eLuggage\u003c\/td\u003e\n\u003ctd\u003e$43B\u003c\/td\u003e\n\u003ctd\u003e7.1%\u003c\/td\u003e\n\u003ctd\u003e\u0026lt;1%\u003c\/td\u003e\n\u003ctd\u003e€30-60M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePet travel\u003c\/td\u003e\n\u003ctd\u003e$3.2B\u003c\/td\u003e\n\u003ctd\u003e12%\u003c\/td\u003e\n\u003ctd\u003e\u0026lt;1%\u003c\/td\u003e\n\u003ctd\u003e$8-12M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eHydration\u003c\/td\u003e\n\u003ctd\u003e$1.5B\u003c\/td\u003e\n\u003ctd\u003e7%\u003c\/td\u003e\n\u003ctd\u003e\u0026lt;3%\u003c\/td\u003e\n\u003ctd\u003e$5-8M\/yr\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eUrban bags\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003ctd\u003e12%\u003c\/td\u003e\n\u003ctd\u003e\u0026lt;3%\u003c\/td\u003e\n\u003ctd\u003e€5-10M\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eSustainable totes\u003c\/td\u003e\n\u003ctd\u003e$150B\u003c\/td\u003e\n\u003ctd\u003e9-11%\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003ctd\u003e-\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/tbody\u003e\n\u003c\/table\u003e\n\u003cbutton class=\"get_full_prdct_green\" onclick=\"get_full()\"\u003e\u003c\/button\u003e\n\u003c\/div\u003e\n\u003c\/section\u003e","brand":"BCG Matrix","offers":[{"title":"Default Title","offer_id":44509016653907,"sku":"thulegroup-bcg-matrix","price":10.0,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0709\/3102\/1907\/files\/thulegroup-bcg-matrix.webp?v=1776735416","url":"https:\/\/bcgmatrixtemplate.com\/products\/thulegroup-bcg-matrix","provider":"BCG Matrix","version":"1.0","type":"link"}