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Home » Business Strategy » Directional Policy Matrix

BOSTON CONSULTING GROUP MATRIX ( BCG )

Source: www.educationsupport.co.uk
Topic: Directional Policy Matrix

Sort Desciption: Shell Directional Policy Matrix. Very similar to the GE Business screen and was developed. independently by Shell and is used extensively by European ...

Content Inside: BOSTON CONSULTING GROUP MATRIX ( BCG ) This technique is particularly useful for multi-divisional or multi- product companies. The divisions or products compromise the organisations business portfolio. The composition of the portfolio can be critical to the growth and success of the company. The BCG matrix considers two variables namely. N MARKET GROWTH RATE N RELATIVE MARKET SHARE The market growth rate is shown on the vertical (y) axis and is expressed as a %. The range is set somewhat arbitrarily. The overhead shows a range of 0 to 20% with division between low and high growth at 10% (the original work by B Headley Strategy and the business portfolio Long Range Planning Feb 1977 used these criteria). Inflation and/or Gross National Product have some impact on the range and thus the vertical axis can be modified to represent an index where the dividing line between low and high growth is at 1.0. Industries expanding faster than inflation or GNP would show above the line and those growing at less than inflation or GNP would be classed as low growth and show below the line. The horizontal (x) axis shows relative market share. The share is calculated by reference to the largest competitor in the market. Again the rang ...







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