Understanding BCG matrix Explanation of Matrix Structure The company developed the first BCG matrix template in order to evaluate the potential and strategic position of its own brand portfolio. It was created by the founder of BGC or Boston Consulting Group, by the name of Bruce Henderson. The BGC matrix template has had many versions over the years, but it was first used during the 1970s. On the opposite corner, the matrix reveals products that are not meeting target market growth or market share, and thus would be more viable for the company to sell to avoid taking more losses. Through the matrix, a business can easily see which products need to be kept in the portfolio because they are generating considerable revenue. With proper implementation, the BCG matrix reveals plenty of useful information that businesses can use to make decisions regarding their products and services. Its primary defining factors are market growth rate and market share. The matrix consists of a 2x2 structure for classifying the products. It is a popular business tool used for brand portfolio evaluation, particularly its market standing. The BCG matrix is also commonly called the product portfolio matrix. About the BCG Matrix Template Explanation of BCG Matrix
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