![]() The middle of the matrix is positioned at 10% growth. Vertical: Market growth Growth of a certain product/service or business unit.Everything above this score implies a greater market share than the competitor. (one’s own market share / market share of the biggest competitor) The middle is positioned at score “1”. Horizontal: Relative market share Market share of a certain product/service or business unit with regards to the biggest player in the market. ![]() Thereby entrepreneurs can take subtantiated decisions with regards to the portfolio and the strategy to be followed. The BCG Matrix is a fairly easy marketing model with which the portfolio of a business can be analysed. Furthermore, it is input for an organisation’s strategy. ![]() The model can be used in finding the balance within the present portfolio to Stars, Cash Cows, Question Marks and Dogs. ![]() The BCG Matrix was developed in the 70’s by the Boston Consulting Group and since then plays an important role in the Portfolio Analysis. In this article we describe the BCG Matrix, the model can be used in finding the balance within the present product portfolio to Stars, Cash Cows, Question Marks and Dogs.
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