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BCG Metrix ?


BCG Matrix.......The Boston Consulting Group Matrix is a chart created by the Boston Consulting Group in 1970 to help analyze business units, product lines or industries, and decide where to allocate cash. The BCG Matrix can be used during value chain selection as a tool to quickly assess the market share of the local value chain against the growth of the globalized market in which it competes. Often the necessary data can be collected easily from secondary sources. This tool—though fairly low cost and easy to employ—only gives a static snapshot of the value chain's performance in an end market and is not capable of describing the market dynamics or the potential for change.


The Boston Consulting Group Matrix
Each quadrant of the matrix describes the status of the value chain against its competitors and suggests its potential for competitiveness:

Dogs: value chains with low market share in a mature, slow-growing market. It suggests low returns on donor investment and should be dropped from further consideration.
Cash cows: value chains with high market share in a slow-growing market. It suggests that value chain should be “milked” but not invested in because the market isn’t really growing.
Stars: value chains with a high market share in a fast-growing market. The hope is that stars become the next cash cows.
Question marks: value chains with low market share in a fast-growing market. They will need heavy investment to grow their market share, hopefully to become a star. Otherwise, when the market eventually matures and growth slows, the value chain may slip down into the dog category

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