titl CZ Název prezentace v zápatí 1 Portfolio analysis Chapter 6 zahlavi CZ Název prezentace v zápatí 2 •Strategic Business Units (SBU). • zahlavi CZ Model BCG Název prezentace v zápatí 3 http://upload.wikimedia.org/wikipedia/commons/5/51/BCG_Matrix_with_products-small_png.png zahlavi CZ Model BCG •BCG matrix Boston Consulting Group analysis) is a chart that had been created by Bruce Henderson for the Boston Consulting Group in 1968 to help corporations with analyzing their business units or product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management. • Název prezentace v zápatí 4 zahlavi CZ Cash cows •Cash cows are units with high market share in a slow-growing industry. • Název prezentace v zápatí 5 zahlavi CZ Dogs •Dogs, or more charitably called pets, are units with low market share in a mature, slow-growing industr • Název prezentace v zápatí 6 zahlavi CZ Question marks •Question marks (also known as problem child) are growing rapidly and thus consume large amounts of cash, but because they have low market shares they do not generate much cash. • Název prezentace v zápatí 7 zahlavi CZ Stars •Stars are units with a high market share in a fast-growing industry. The hope is that stars become the next cash cows. * Název prezentace v zápatí 8 zahlavi CZ Model BCG –Only a diversified company with a balanced portfolio can use its strengths to truly capitalize on its growth opportunities. The balanced portfolio has: * stars whose high share and high growth assure the future; * cash cows that supply funds for that future growth; and * question marks to be converted into stars with the added funds. * Název prezentace v zápatí 9 zahlavi CZ Model GE •Model General Electric • • * the Y-Axis comprises industry attractiveness measures, such as Market Profitability, Fit with Core Skills etc. and * the X-Axis comprises business strength measures, such as Price, Service Levels etc. • Název prezentace v zápatí 10 zahlavi CZ Model GE •Market attractiveness: •Size of market. • Market rate of growth. • The nature of competition and its diversity. • Profit margin. • Impact of technology, the law, and energy efficiency. • Environmental impact. • Název prezentace v zápatí 11 zahlavi CZ Model GE •Competitive position: •Market share. • Management profile. • R & D. • Quality of products and services. • Branding and promotions success. • Place (or distribution). • Efficiency. • Cost reduction. • Název prezentace v zápatí 12 zahlavi CZ Model GE I. Chránit pozici II. Výběrově investovat do rozvoje IV. Chránit a přehodnocovat III. Investovat do rozvoje V. Výběrově investovat, upřednostňovat tvorbu příjmů VI. Restrukturalizovat, upřednostňovat tvorbu příjmů VI. Investovat uváženě VIII. Omezit rozvoj IX. Sklízet Atraktivnost trhu 1,00 3,67 2,33 5,00 nízká vysoká střední 5,00 3,67 2,33 15,00 ● SBU zahlavi CZ OPVK_MU_vlevo_2 Název prezentace v zápatí 14 •Děkuji za pozornost.