The bcg growth share matrix marketing essay

The four quadrants of the growth-share matrix. Growth-share matrix is a business tool, which uses relative market share and industry growth rate factors to evaluate the potential of business brand portfolio and suggest further investment strategies. Understanding the tool BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic position of the business brand portfolio and its potential. It classifies business portfolio into four categories based on industry attractiveness growth rate of that industry and competitive position relative market share.

The bcg growth share matrix marketing essay

Harvard Business Review recently named it one of the frameworks that changed the world. The matrix is central in business school teaching on strategy. At the same time, the world has changed in ways that have a fundamental impact on the original intent of the matrix: Given all that, is the BCG growth-share matrix still relevant?

Yes, but with some important enhancements. The portfolio composition is a function of the balance between cash flows. The logic was that market leadership, expressed through high relative share, resulted in sustainably superior returns.

In the long run, the market leader obtained a self-reinforcing cost advantage through scale and experience that competitors found difficult to replicate. High growth rates signaled the markets in which leadership could be most easily built.

Putting these drivers in a matrix revealed four quadrants, each with a specific strategic imperative. The utility of the matrix in practice was twofold: The matrix provided conglomerates and diversified industrial companies with a logic to redeploy cash from cash cows to business units with higher growth potential.

This came at a time when units often kept and reinvested their own cash—which in some cases had the effect of continuously decreasing returns on investment. Conglomerates that allocated cash smartly gained an advantage. It also provided companies with a simple but powerful tool for maximizing the competitiveness, value, and sustainability of their business by allowing them to strike the right balance between the exploitation of mature businesses and the exploration of new businesses to secure future growth.

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Conglomerates have become far less prevalent since their heyday in the s. More importantly, the business environment has changed. First, companies face circumstances that change more rapidly and unpredictably than ever before because of technological advances and other factors.

As a result, companies need to constantly renew their advantage, increasing the speed at which they shift resources among products and business units.

Definition

Second, market share is no longer a direct predictor of sustained performance. In addition to share, we now see new drivers of competitive advantage, such as the ability to adapt to changing circumstances or to shape them.

So, what do these two shifts mean for the original portfolio concept? We might expect that these developments translate into changes in the distribution of businesses across the matrix. As change accelerates, we may see that businesses move around the matrix quadrants more quickly.

Similarly, as the disruption of mature businesses increases with change and unpredictability, we may see proportionately lower numbers of cash cows because their longevity is likely in many cases to be curtailed. To test these hypotheses, we looked closely at the effect of these changes in the U.

In our analysis, we assigned every publicly listed U. First, companies indeed circulated through the matrix quadrants faster in the five-year period from through than in the five-year period from through This was true in 75 percent of industries, reflecting the higher rate of change in business overall.

In those industries, the average time spent in a quadrant halved: To further test this hypothesis, we also studied ten of the largest U. Second, our analysis showed the breakdown of the relationship between relative market share and sustained competitiveness. Cash generation is less tied to mature businesses with high market share: At the same time, the duration of that later part of the life cycle declined as well, on average by 55 percent in those industries that witnessed faster matrix circulation.

The analysis was based on all publicly listed U. Relative growth rate is the difference between the company growth rate and the market growth rate, with high being above market average and low being below market average. Companies were segmented by Global Industry Classification Standard to determine appropriate market segments and market growth rates.This bar-code number lets you verify that you're getting exactly the right version or edition of a book.

The digit and digit formats both work. BCG Growth/Share Matrix Limitations / problems of the BCG Matrix 1. The problems of getting data on the market share and market rate 2.

The bcg growth share matrix marketing essay

There is no clear definition of what constitutes a 'market' 3. A high market share need not necessarily lead to profitability all the time.

4. The model employs only two dimensions - market share and growth rate.4/4(1). The story of a four-generation unvaccinated family. By Jennifer Z.

Bcg Growth Share Matrix - Essay

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At an estimated cost of over $ billion, it. BCG is an acronym which stands for Boston Consulting Group Growth –share matrix. This is a mode which is recommended for all companies to use in the event of marketing and resource allocation. BCG Growth- Share Matrix was developed in by the Boston Consulting Group and is illustrated by a matrix.

The market’s rate of growth is indicated on the vertical axis and the firm’s share of the market is indicated on the horizontal axis.

BCG Matrix: Definition and Examples