bcg growth-share matrixbcg增长份额矩阵

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1、BCGGrowth-ShareMatrixCompaniesthatarelargeenoughtobeorganizedintostrategicbusinessunitsfacethechallengeofallocatingresourcesamongthoseunits.Intheearly1970'stheBostonConsultingGroupdevelopedamodelformanagingaportfolioofdifferentbusinessunits(ormajorproductlines).TheBCGgrowth-sharematrixdisplaysthevar

2、iousbusinessunitsonagraphofthemarketgrowthratevs.marketsharerelativetocompetitors:      BCGGrowth-ShareMatrixResourcesareallocatedtobusinessunitsaccordingtowheretheyaresituatedonthegridasfollows:·CashCow-abusinessunitthathasalargemarketshareinamature,slowgrowingindustry.Cashcowsrequirelittleinvestme

3、ntandgeneratecashthatcanbeusedtoinvestinotherbusinessunits.·Star-abusinessunitthathasalargemarketshareinafastgrowingindustry.Starsmaygeneratecash,butbecausethemarketisgrowingrapidlytheyrequireinvestmenttomaintaintheirlead.Ifsuccessful,astarwillbecomeacashcowwhenitsindustrymatures.·QuestionMark(orPro

4、blemChild)-abusinessunitthathasasmallmarketshareinahighgrowthmarket.Thesebusinessunitsrequireresourcestogrowmarketshare,butwhethertheywillsucceedandbecomestarsisunknown.·Dog-abusinessunitthathasasmallmarketshareinamatureindustry.Adogmaynotrequiresubstantialcash,butittiesupcapitalthatcouldbetterbedep

5、loyedelsewhere.Unlessadoghassomeotherstrategicpurpose,itshouldbeliquidatedifthereislittleprospectforittogainmarketshare.TheBCGmatrixprovidesaframeworkforallocatingresourcesamongdifferentbusinessunitsandallowsonetocomparemanybusinessunitsataglance.However,theapproachhasreceivedsomenegativecriticismfo

6、rthefollowingreasons:·Thelinkbetweenmarketshareandprofitabilityisquestionablesinceincreasingmarketsharecanbeveryexpensive.·Theapproachmayoveremphasizehighgrowth,sinceitignoresthepotentialofdecliningmarkets.·Themodelconsidersmarketgrowthratetobeagiven.Inpracticethefirmmaybeabletogrowthemarket.TheProd

7、uctPortfolioTobesuccessful,acompanyshouldhaveaportfolioofproductswithdifferentgrowthratesanddifferentmarketshares.Theportfoliocompositionisafunctionofthebalancebetweencashflows.Highgrowthproductsrequi