BCG-Matrix波士顿矩阵

BCGMatrixWhatisBCGMatrixAnalysis?TheBCGMatrixisabusinessmethodthatwascreatedbytheBostonConsultingGroupinthe1970’s.Thisbusinessmethodbasesitstheoryofproductslifecycle(PLC)BostonBoxorGrid,BCGChartsaredividedintofourtypesofscenarios,Stars,CashCows,DogsandQuestionMarks.StarsBCGStars=Highgrowth/highmarketshareTheStarsisthescenariowherethereistheoptimumsituationofhighgrowthandhighshare,thismethodrequiresanincreasedinvestmentduetothecontinuousgrowth.CashCowCashCows=Lowgrowth/highmarketshareTheCashCowcycledealswithlowgrowthandhighshare.Thisscenariorequiresalowinvestment,butthegrowthisveryslow.DogsBCGDogs=Lowgrowth/lowmarketshareTheDogsmethodisthesituationwherethegrowthandthemarketsharearebothlow,thisisoneoftheworstsituations.Inthissituationiftheproductsarenotdeliveringthecashthenitisbesttoliquidate.QuestionmarkBCGQuestionMarks=Lowgrowth/lowmarketshareQuestionmarkwhichishighmarketgrowthbutlowshares.Inthissituationthereisahighdemandbutlowreturns.Itisbesttotryandincreasemarketshareorgetittodelivercash.BCGAnalysis-AnEvolvingMatrixBCGanalysishelpsorganizationsfocusoncashflow,investmentanddivisionalrequirements.Organizationaldivisionscanchangeastimepasses;ie:DogscanevolveintoQuestionMarks,StarsintoCashCowsandCashCowschangeintoDogs.BCGAnalysis-AnEvolvingMatrixItmayalsoturnoutthatStarsevolveintoQuestionMarks,QuestionMarkschangeintoDogs,DogsmoveovertoCashCowsandfinally,CashCowsmaybecomeStars.BrandMarketingStrategyAcompany'sbrandiswhatstaysonyourcustomer'smindslongafterthesaleismade.Thatperceptionismadeupoftheclient'sexperiencetogetherwithhisorherownperceptionofyou.Agoodbrandmarketingstrategywillaimtounderstandtheneedsandexpectationsofcustomers.Asuccessfulbrandwilldeliveraclearmessage,establishcredibilityandcreatecustomerloyalty.LimitationThelimitationofthisbusinesstheoryisthatitonlyworkswithhighmarketshareandthisisnottheonlymeterforsuccess.AlsotherearemanysituationsinbusinesswheretheDogscanoutearntheCashCows.WhataboutthesmallbusinessItispossibletohaveahighmarketshareandnothaveincreasedprofits,orhavealowmarketshareandstillbeprofitable.Allbusinessbigorsmallshouldhavesometypeofabusinessplanormodelthattheycanbasetheirbusinessproductsonandbykeepinganeyeonthemarketandwatchingwhatconsumerswant,theycanincreasetheirprofit.AsimpleBCGMatrixdiagramortemplatecanbeusedtoplanyourGrowthMarketSharestrategyandmanysamplescanbefoundontheweb.BCGMatrixsoftware.CasestudyChinatelecommainlyengagedinthefollowingbusinessin2009:Fixedtelephonebusiness,Broadbandservice,TianyimobilebusinessIP200CashcowsFixedtelephonebusinessbelongstothecashcows,thiskindofbusinessismatureandintheslowgrowthofmarket.Itisalsoingoodpositionandhashighrateofreturn.Soitcanprovideenterpriseswithalotofmoney.StarBroadbandbusinessbelongstothestars.Thiskindofbusinessisinarapidlygrowthandhasalargemarketshare.Amongallthebusiness,starshasaverygoodchanceforalongtimeprofit.Buttheyarethemainconsumersofenterpriseandneedalotofinvestment.QuestionmarksTianyimobilebusinessisasapartofthequestionmarks,whichthecashflowbusinessisusuallyintheworststate.Enterprisesneedalotofinvestmenttosupporttheproductionandoperationactivities,buttheabilitytogeneratemoneyisweak.Therefore,theenterpriseneedtoanalyseandchoosebeforeputfurtherinvestmentinthequestionmark.DogsIP200businessbelongstothedogs,thecompetitionamongthiskindofbusinessisintensebutprofitisverylow.Ifthiskindofbusinesscansustainitself,benarrowingthescopeofbusiness,strengtheninternalmanagement.Ifthiskindofbusinesscompletelyfailed,itshouldbeclearorexitassoonaspossibleHomeworkChooseACompanyyouareinterestedin,useBCGMatrixtoAnalysisit.