Et eksempel fra HHX 1. år
BCG modellen og Ansoffs vækstmatrice | Afsætning A
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Om opgaven
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Uddrag fra opgaven
Anam Afshan Hussain 1.x Niels Brock Marketing The BCG is based on the product life cycle theory that can be used to decide what priorities should be given in the product portfolio of a business unit. To make sure long term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs and low-growth products that make a lot of cash. It has 2 dimensions: market share and market growth. The basic idea behind it is that the bigger the market share a product has or the faster the product’s market grows the better is it for the company.
I would say that Nike is suitable for this analyzing structure. Because it started up with a question mark then a star, then later it became a cash cow and maybe in future it will be a dog. The company started up making a lot of money. Then came the brown shoe, and the tragedy with the child labor and it became a cash cow. HHX 1. år You can place products in the BCG matrix in 4 categories in a portfolio of a company: 1. Stars (=high-growth market share) - Use large amounts of cash and are leaders in the business so they should make large amounts of cash.
- Regularly about in balance on net cash flow. But if needed any try should be made to hold share, because the rewards will be a cash cow if market share is kept. 2. Cash cows (=low growth, high market share) - Profits large amounts of cash generation should be high, and because of the low growth, investments needed should be low. Keep profits high. 3. Dogs (=low growth, low market share) - Avoid and minimize the number of dogs in a company. - Beware of expensive ‘turn around plans’ 4. Question marks (= high growth, low market share) - Have the worst cash characteristics of all, because high demands and low returns due to low market share - If nothing is done to change market share, questions will simply soak up great amounts of cash and later, as the growth stops, a dog.
- Either invest heavy or sell off or invest nothing and make whatever cash it can. Increase market share or deliver cash.
HHX 1.
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