Successful leaders understand that if their organization is to grow in the long term, they can't stick with a "business as usual" mindset, even when things are going well.
Henderson for the Boston Consulting Group in This chart was created with the purpose of helping companies analyze their different business units or product lines. The analysis helps these companies to allocate resources where they are most appropriate as well as to use the results in brand marketing, product management, strategic management, and portfolio analyses.
These decisions include whether to keep a particular business unit, sell it or to invest more in it. The y-axis of the graph represents rate of market growth while the x-axis represents market share. The matrix helps add input to the decision making process but does not take into account all possible factors that a company may face.
These are the cows, the dogs, the stars and the unknowns. A product line of a business unit is plotted based on its relative market share and rate of growth in the market and falls within one of these categories. This means that they are able to generate revenues in greater amounts than the investment required to maintain their business.
The product line may be considered boring and settled in a mature market, with the company holding it to continue to generate revenues.
The company will attempt to milk these as much as possible with as little investment as possible.
Usually, these product lines manage to earn what is put into them, breaking-even and maintaining the market share. Generally this unit is largely worthless to the company in terms of earning potential but may afford other benefits to the company such as the creation of jobs as well as synergies that assist other business units.
These benefits may be enough for the company to keep this business unit active despite its less than exciting position. However, dogs can negatively affect how investors judge the management of a company and it is suggested that these product lines be sold off.
These product lines have a clearly visible market or niche leading path and require large amounts of funding to ensure that they can fight of competitors and maintain their growth rate. Companies aim to turn stars into their next cash cows with the inevitable decline in the growth of the industry.
This can happen potentially if they are able to maintain their position as a market leader. If this does not happen, then stars can turn into dogs.
This is where most businesses will start from and at this point the business unit has the potential to grow market share and turn into a star or lose further marker share and turn into dogs when the growth of the market itself declines.
Careful study and analysis is required for business units in this category to assess their potential and worth.
If any potential is seen then further investment can be made into them. The natural cycle for most products in that they begin their life as question marks and turn into stars as their position clarifies. When the market growth slows down, they turn into cash cows and at the end of the cycle, the cash cow turns into a dog.
According to the Boston Consulting Group, a diversified company with a balanced portfolio is in the ideal position to use its strengths to capitalize on its growth opportunities and potential.
A balanced portfolio is one which has: Stars to assure future success Cash cows to bring in funds for future growth Question marks that can be turned into the next stars with some attention and investment The Axes On either side of the grid is an indicator marked on the axis.
The idea that prompted this grid as a while was the need to manage cash flows. The model assumes that one of the main indicators for cash generation is relative market share and the one for cash usage was the market growth rate.
Relative Market Share — A higher market share means higher cash return.A business will utilize a market penetration strategy to attempt to enter a new market. The goal is to get in quickly with your product or service and capture a large share of the market.
Seeing how a SWOT analysis can be implemented in a variety of ways is useful when you are busy with your business plan research and preparation; here are three SWOT analysis examples illustrating how this approach can be tailored to suit pretty much all areas of your business.
A marketing plan is a written document that details the necessary actions to achieve one or more marketing objectives. It can be for a product or Service (economics)|service, a brand, or a product line.
Marketing plans cover between one and five years. A marketing plan may be part of an overall business plan.
SWOT analysis or SWOT Matrix was developed by the middle of the s for large organizations to determine the strategic fit between an organization's internal, distinctive capabilities and external possibilities and to prioritize actions.
SWOT stands for Strengths, Weaknesses, Opportunities and . Social Factors Influencing Business. The fast food chain must ensure increasing cultural diversity. If the prices of products are moderate and affordable, this is a huge opportunity for your business, as you are targeting customers from low-income households.
Ansoff Matrix Accoding to Sutherland () the Ansoff matrix is number one of the classical matrix looking to the future of the business. The matrix determines the potential strategies available to a business in four areas.