МЕТОДИЧНІ ТА ПРИКЛАДНІ АСПЕКТИ ВИКОРИСТАННЯ МАТРИЦІ BCG

Abstract

The BCG method is a portfolio analysis tool. It is used to effectively manage a business. This method helps to identify which businesses should be invested in and which should be disposed of. Nowadays BCG method is a popular tool for planning corporate product portfolios. However, this method has come under a lot of criticism, with many academics drawing attention to methodological weaknesses of product portfolio analysis based on the BCG matrix. The relevance of further research of the BCG matrix method leads to methodological and practical issues. They arise when the assortment of the entity in a particular market is evaluated. The following research methods are used: monographic (in the study of theoretical and methodological foundations of the classical method Boston Consulting Group Matrix); dialectical, abstract-logical (for theoretical generalizations to identify methodological shortcomings and ways to overcome them, the formulation of conclusions), graphic and tabular (to present research results). We have proved that the use of the traditional BCG matrix methodology can be impossible in practice because of the lack of accurate data on competitors and their sales volumes of certain products. The main problems arising in the construction of the BCG matrix: the lack of clear criteria for classifying businesses to a particular market, the existence of alternative methodologies for calculating the market share of the product, the lack of unambiguous quantitative criteria for classifying products as «high» or «low» market share, the lack of unambiguous quantitative criteria for classifying products as having «high» or «low» growth rates, the failure to compare only two years to evaluate the market growth. The objectives of the study are to adapt the classical matrix for use in an uncertain market environment. The proposed refinements to the use of the BCG matrix deserve to be implemented in the practice of strategic management of companies. The results of the analysis using the modified BCG matrix can be used in financial strategic planning and in the development of the marketing strategy, in particular when planning advertising campaigns.