![]() ![]() If your market is extremely fragmented, however, you can use absolute market share instead. When examining market growth, you need to objectively determine your competitive advantage over your largest competitor and think in terms of growth over the next three years. ![]() To analyze your own company, first, you'll need data on the relative market share and growth rate of your products or services. Market Growth Rate = Industry sales this year - Industry Sales last year. Relative Market Share = SBU (Strategic Business Unit) Sales this year leading competitors sales this year. It's also known as the Growth/Share Matrix.Īccording to this matrix, business could be classified as High or low according to their industry growth rate and relative market share. During its peak of popularity in 1970’s and 1980’s, BCG matrix / Growth Share matrix was used by almost half of the fortune 500 companies. The Boston Consulting group’s product portfolio matrix(BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue, or develop products. The Growth Share matrix is a business portfolio management framework that helps organization such as Procter&Gamble in deciding How to prioritize different businesses. ![]()
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