Assalamualaikum,
BCG Model
- Also known as growth-share matrix is a corporate planning tool.
- Used to portray firm's brand portfolio or SBUs on quadrant along relative market share axis (horizontal axis) and speed of market growth axis (vertical axis).
- A business tool, which uses relative market share and industry growth rate factors to evaluate the potential of business brand portfolio.
- Suggest further investment strategies.
Understanding the tool
- A framework to evaluate the strategic position of the business brand portfolio and its potential.
- It classifies business portfolio into 4 categories based on industry attractiveness (growth rate of that industry) and competitive position (relative market share).
- These two dimensions reveal likely profitability of the business portfolio in terms of cash needed to support that unit and cash generated by it.
- The general purpose of the analysis is to help, which brand the firm should invest in and which ones should be divested.
Relative Market Share - Higher corporate's market share resulting in higher cash returns. A firm that produces more, benefits from higher economies of scale and experience curve.
Market Growth Rate - High market growth rate means higher earnings and sometimes profit but it also consume a lot of cash, which is used as an investment to stimulate further growth.
Dogs - Dogs hold low market share compared to competitors and operate in a slow growing market. In general, they are not worth investing because they generate low and negative cash returns. But this is not always the truth. Some dogs maybe profitable for long period of time, they maybe provide synergies for other brand or SBUs.
Therefore it is always important to perform deeper analysis of each brand or SBU to make sure they are not worth investing in or have to be divested.
Strategic choice: Retrenchment, divestiture, liquidation
Cash cows - Cash cows are the most profitable brand and shoul be 'milked' to provide as much caash as possible. The cash gained from cows should be invested into 'stars' to support their further growth.
Strategic choice: Product development, diversification, divestiture. retrenchment
Stars - Stars operate in high growth industries and maintain high market share. Stars both cash generators and cash users. Stars are expected to become cash cows and generate positive cash flows.
Strategic choice: Vertical integration, Horizontal integration, market penetration, market development, product development
Question Marks - Question marks are the brands that require much closer consideration. They hold low market share in fast growing markets consuming large amount of cash and incurring loses. It has potential to gain market share and become a star, which would later become cash cow.
Strategic choice: Market penetration, market development, product development, divestiture
No comments:
Post a Comment