Strategic Management > BCG Matrix Show The BCG Growth-Share MatrixThe BCG Growth-Share Matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970's. It is based on the observation that a company's business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor, hence the name "growth-share". Market growth serves as a proxy for industry attractiveness, and relative market share serves as a proxy for competitive advantage. The growth-share matrix thus maps the business unit positions within these two important determinants of profitability. BCG Growth-Share MatrixThis framework assumes that an increase in relative market share will result in an increase in the generation of cash. This assumption often is true because of the experience curve; increased relative market share implies that the firm is moving forward on the experience curve relative to its competitors, thus developing a cost advantage. A second assumption is that a growing market requires investment in assets to increase capacity and therefore results in the consumption of cash. Thus the position of a business on the growth-share matrix provides an indication of its cash generation and its cash consumption. Henderson reasoned that the cash required by rapidly growing business units could be obtained from the firm's other business units that were at a more mature stage and generating significant cash. By investing to become the market share leader in a rapidly growing market, the business unit could move along the experience curve and develop a cost advantage. From this reasoning, the BCG Growth-Share Matrix was born. The four categories are:
Under the growth-share matrix model, as an industry matures and its growth rate declines, a business unit will become either a cash cow or a dog, determined soley by whether it had become the market leader during the period of high growth. While originally developed as a model for resource allocation among the various business units in a corporation, the growth-share matrix also can be used for resource allocation among products within a single business unit. Its simplicity is its strength - the relative positions of the firm's entire business portfolio can be displayed in a single diagram. LimitationsThe growth-share matrix once was used widely, but has since faded from popularity as more comprehensive models have been developed. Some of its weaknesses are:
While its importance has diminished, the BCG matrix still can serve as a simple tool for viewing a corporation's business portfolio at a glance, and may serve as a starting point for discussing resource allocation among strategic business units. Strategic Management > BCG Matrix Apa itu Growth Share Matrix BCG jelaskan secara rinci?Definisi Matriks BCG (atau matriks pertumbuhan-saham) adalah alat perencanaan perusahaan, yang digunakan untuk menggambarkan portofolio merek perusahaan atau SBU pada kuadran sepanjang sumbu pangsa pasar relatif (sumbu horizontal) dan kecepatan poros pertumbuhan pasar (sumbu vertikal).
Apa itu BCG Matrix dan contohnya?BCG Matrix adalah matriks yang berguna membantu perusahaan untuk mengambil keputusan dan investasi. Matriks tersebut terbagi berdasarkan pangsa pasar dan empat kuadrannya. Kuadran tersebut antara lain stars, cash cow, question marks, dan dogs. Sehingga, mampu menghasilkan analisis yang berguna bagi bisnis Anda.
Apa yang dimaksud dengan strategi BCG?Metode analisis Boston Consulting Group (BCG) merupakan metode yang digunakan dalam menyusun suatu perencanaan unit bisnis strategi dengan melakukan pengklasifikasian terhadap potensi keuntungan perusahaan (Kotler, 2002).
Apa saja komponen dalam matriks BCG?Matriks BCG merupakan matriks yang terdiri dari 2 baris dan 2 kolom atau 4 sel (4 kuadran). 4 sel ini mewakili 4 kategori portofolio produk sebuah perusahaan.dan 2 dimensi lain merupakan klasifikasi bisnis unit yaitu Relative Market Share serta Market Growth Rate.
|