世界行銷講座之戰(zhàn)略規(guī)劃(編輯修改稿)
2025-03-28 07:09 本頁面
【文章內(nèi)容簡(jiǎn)介】 s units (SBU): individual units within the firm that operate like separate businesses, with each having its own mission, business objectives, resources, managers, and petitors. Figure (enlarged on next slide) ? Business portfolio: the group of different products or brands owned by an anization and characterized by different inegenerating and growth capabilities. ? Portfolio analysis: a management tool for evaluating a firm’s business mix and assessing the potential of an anization’s strategic business units. 9 The Business Portfolio (Figure ) 10 The BCG GrowthMarket Share Matrix ? Question marks: business units with low market shares in high growth industries. Also known as problem children, these business units can be relatively new to the market and grow to bee stars or dogs, depending on their success in achieving market share. ? Question marks need cash to fuel their growth. ? Stars: business units with dominant market share in high growth industries. ? These business units generate large revenues, but still need lots of cash to fuel their growth and maintain share. They bee cash cows when the market eventually slows down. Figure 11 The BCG GrowthMarket Share Matrix ? Cash cows: business units with high market shares in low growth industries. These business units generate the cash needed to fund new product development and feed the question marks and stars. ? Cash cows are profitable because they have been around long enough for the pany to recover its development costs . ? Dogs: business units with low market share in low growth industries. ? These business units are those question marks that did not achieve significant market share before the market slowed down. They are targets for divestiture as they just cost money to maintain. Figure 12 The ProductMarket Growth Matrix ? Market peration: growth strategies
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