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Business portfolio matrix

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  • 1. TEAM NO5 Business portfolio Matrix BALA GANESH JAGAN SENTHIL VELAN RAMESH KUMAR VIGNESH SNEGA PRIYA MITHRA LAXMI SRI SUPRITHA
  • 2. Business portfolio Matrix The Business portfolio matrix was developed by THE BOSTON CONSULTING GROUP in early 1970’s It is based on the observation that a companys business units can be classified into four categories based on combinations of market growth and market share relative to the largest competitor
  • 3. Business portfolio Matrix
  • 4. STAR HIGH GROWTH, HIGH MARKET SHARE Star position as sales and market share are increased. If the investment necessary to build sales and market share is successfully made, then the product’s position will move towards the star position of high growth / high market share. EXAMPLE An American multinational retailer corporation that runs chains of large discount department stores and warehouse stores
  • 5. QUESTION MARK HIGH GROWTH , LOWMARKET SHARE Most businesses start of as question marks. They will absorb great amounts of cash if the market share remains unchanged, (low) Investments should be high for question marks. Example SMALL GARAGE MECHANIC SHOP
  • 6. CASH COW LOW GROWTH, HIGH MARKET SHARE Cash-Cow position as the market growth rate slows and market leadership is achieved. As the impact of the product life cycle takes effect and the market growth rate slows the product will move from the star position of high growth to the Cash Cow position of low growth / high share. Example
  • 7. DOG LOW GROWTH, LOW MARKET SHARE Dog position as investment is minimised as the product ages and loses market share. ExampleSMALL TOWN THEATRES
  • 8. The links between the BCG andthe Product Life Cycle