Berikut sekilas pemahaman tentang model bcg, disertai contoh pengerjaan. The m atrix is established in 1970 by bruce d oolin henderson 1915 1992 for the bcg in boston. Bcg matrix is a framework created by boston consulting group to evaluate the strategic position of the business brand portfolio and its. Bcg matrix is the term used in the context of management. However, owning a product portfolio poses a problem for.
Bcg growthshare matrix classifies different business units or products into 4 different categories like dogs, stars, cash cows and question mark. An analysis on bcg growth sharing matrix munich personal. The matrix is established in 1970 by bruce doolin henderson 19151992 for the bcg. Bcg matrix hindustan unilever limited free download as powerpoint presentation. By placing market growth rate on the vertical axis and. The growth share matrix or the product portfolio many businesses require far more cash input than they can ever generate.
The bcg matrix has its own limitations, since its a very simple tool using only two dimensionsmarket share and market growth. Boston consulting group bcg matrix is a four celled matrix a 2 2 matrix developed by bcg, usa. These classifications are based on the growth rate of the industry and the market share of the respective businesses which are relative to the largest competitor present, for that reason, bcg matrix. The ge mckinsey matrix has also many points in common with the maba analysis. The bcg growthshare matrix is a four cell 2 by 2 matrix used to execute business portfolio analysis as a footstep in the strategic planning process. The boston consulting group bcg helps the business.
Boston matrix bcg matrix at the end of the 1960s, bruce henderson, founder of the boston consulting group, bcg, developed his portfolio matrix. The divisions or products compromise the organisations business portfolio. Bcg matrix is use to prioritize opportunities and get the best return or company effort. Business portfolio analysis matrix strategic management. Boston matrix product portfolio model business tutor2u. It is based on the observation that a companys business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence. A company should have at least one cash cow that can generate steady revenue, be used to fuel stars, and to develop stars from question marks. The boston consulting group bcg is a renowned organization. Even so, it remains a useful tool in portfolio analysis.
The bcg matrix was developed by the boston consulting group in 1968. G matrix is considered the oldest, the simplest and the most known matrix of analysis of the portfolio of activities. Bcg matrix boston matrix strategy training from epm. The bcg matrix is a strategic tool to provide an initial screen of a businesses opportunities. Zara needs to invest more in this category to make it cash cow of the company, or should shut down its operations, so that funds could be used somewhere else ketsadayurat, the bcg growthshare matrix is a fourcell 2 by 2 matrix used to perform business portfolio. By placing market growth rate on the vertical axis and relative market share on the horizontal axis, a fourblock matrix can be developed, as shown in exhibit 12. The bcg matrix also known as the boston consulting group analysis, the growthshare matrix, the boston box or product portfolio matrix is a tool used in corporate strategy to analyse business units or product lines based on two variables. Full form of bcg matrix is boston consulting group matrix.
To ensure longterm value creation, a company should have a portfolio of products that contains both highgrowth products in need of cash inputs and lowgrowth products that generate a lot of cash. The bcg matrix is a chart that had been created by bruce henderson for boston consulting group in 1970 to help corporations to analyze their business units or product lines. Bcg growthshare matrix strategic management insight. Pdf bcg matrix, swot analysis and porter model sidhant. Bcg matrix explained smi strategic management insight. But, these challenges can be overcome by the efficient business strategies.
By then determining a strategy for each individual product of either hold, divest, harvest, or build, the portfolio mix of a business can be maintained in a profitable combination, for the longterm. Unilever headquarter, is located in london, united kingdom. It helps a company think about its products and services and make decisions about which it should keep, which it should let go and which it should invest in further. Pdf an analysis on bcg growth sharing matrix researchgate. Bcg matrix of nestle bcg matrix analysis of nestle.
It is the most famous and simple portfolio planning matrix. Bcg matrix can be understood as the growth share model, that reflects growth of business and the market share possessed by the firm. The growth share matrix was created in 1968 by bcgs founder, bruce henderson. Edraw can also convert all these templates into powerpoint, pdf or word templates. Edraw is used as a bcg matrix software coming with readymade bcg matrix templates that make it easy for anyone to create beautiful bcg matrix.
A business with a range of products has a portfolio of products. The bcg model is based on the product life cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit. Over time they will become much larger and also large net generators of cash. The growth share matrix or boston consulting group. Limitations of the bcg matrix the marketing study guide. The composition of the portfolio can be critical to the growth and success of the company. Pdf bcg matrix, swot analysis and porter model sidhant jain. Bcg matrix bcg boston consulting group is produced by the harvard business school,portfolio management based on market growth. Bcg matrix can be used to determine and to identify how corporate cash resources can best be used in order to maximize companys profitability and future growth. The bcg matrix model was developed by bruce henderson in the early 1970s the bcg matrix stands for boston consulting group the bcg matrix model is a portfolio planning model the bcg model is a wellknown portfolio management tool used in product life cycle theory. Benefits of the bcg matrix the marketing study guide.
The final major limitation of the bcg matrix occurs when a brand or portfolio is plotted almost equally between two quadrants or towards the center of the bcg matrix itself. Using the boston consulting group portfolio matrix to analyze. It plots a companys offerings in a four square matrix, where the xaxis represents. The bcg matrix was developed by the boston consulting group in 1970 and is a planning tool that graphically represents a companys portfolio of products and services in the hope that the company will decide which products it should keep, sell, or invest in. As explained by others, i think the bcg matrix is a way to think about existing products assets and think about their usage strategy going forward. The boston matrix is a model which helps businesses analyse their portfolio of businesses and brands. It was published in one of bcg s short, provocative essays, called perspectives. The boston consulting groups product portfolio matrix bcg is designed to help you with longterm strategic planning.
Because of its flexibility in this area, the bcg matrix is often called a portfolio analysis tool. At the height of its success, the growth share matrix was used by about half of all fortune 500 companies. Bcg matrix is a framework created by boston consulting group to evaluate the strategic position of the business brand portfolio and its potential. It provides a graphic representation for an organization to examine different businesses in its portfolio on the basis of their related market share and industry growth rates. The paper concludes by discussing the negative impact of following not. Bcg matrix also known as the growthshare matrix is used by organizations to classify their business units or products into 4 different categories. It is the most renowned corporate portfolio analysis tool. It classifies business portfolio into four categories based on industry attractiveness growth rate of that industry and competitive position relative market share. The paper describes and explains the bcg portfolio matrix model, applying the model to several divisions of a small liberal arts university. The boston matrix is a popular tool used in marketing and business strategy. Unilever, is a consumer goods producer multinational company. This matrix or ge matrix is a variant of the boston consulting group bcg portfolio analysis. Ford motor companys brand can be measured and valued properly. The composition of the portfolio can be critical tothe growth and success of the company.
Bcg matrix has four types of scenarios with respect to the market share of the company, cash flow generation and growth rate of the industry in which company is operating. Boston consulting group matrix bcg this technique is particularly useful for multidivisional or multiproduct companies. Based on qualitative research, this paper aims at identifying the causes of rise and fall of the b. It suggests that organizations should have a healthy balance of products within their range. Using the boston consulting group portfolio matrix to. However, recent criticisms have been leveled at their inaccuracy and inability to include flexibility. Free bcg matrix templates for word, powerpoint, pdf. Difference between bcg and ge matrices with comparison. A few businesses generate far more cash than they can pro. For details on the matrix, there is no source more authentic than the produ.
Expanding the bcg concept abstract the use of portfolio matrices has been of great popularity since their first outing in the 1960s. Yet, their cash generation is very low because their market share is low. The concept is based on four quadrants in which a companys strategic business units sbu or productsbrands are classified. Bcg matrix is used to evaluate balance in the firms current portfolio of dogs, question mark, cash cows. Pdf model matriks bcg jacobus rico kuntag academia. This paper extends the concepts of the boston consulting group bcg portfolio matrix model to an academic setting. For this, bcg matrix is helpful for the company, which helps in identifying the strategic. Bcg boston consulting group matrix templates downloads. This article, the fourth in the series, examines the growth share matrix, a. To develop the efficiency of marketing decision making, the bcg matrix plays an effective tool for strategic planning of product performance in. Pengertian analisis matriks bcg dan contohnya ilmu. It was published in one of bcgs short, provocative essays, called perspectives. Pengertian analisis matriks bcg dan contohnya matriks bcg atau bcg matrix adalah alat analisis bisnis yang digunakan untuk membantu perusahaan dalam mempertimbangkan peluang pertumbuhan dengan perencanaan strategis jangka panjang dan meninjau portofolio produk perusahaan tersebut agar dapat mengambil keputusan untuk berinvestasi, mengembangkan atau menghentikan produknya. The growth share matrix or product portfolio boston.
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