Analysis Of Bcg Matrix Marketing Essay

Analysis Of Bcg Matrix Marketing Essay In business, there are times when an organization needs to expand or change the market or field. There are tons of ideas about things one could do. However, it is hard to determine which idea will be the best. Therefore, strategic marketing planning tools will be important and beneficial, such as BCG matrix, Ansoff Matrix or Porter 5 forces and so forth, to help one evaluate the options and decide on the one that suits the organization and situation best. As a result, it gives the best return on the considerable investment that an organization will need to make. Strategic marketing management involves the process of deciding the marketing strategy to follow and to ensure it is followed correctly, in order to compete against its rivals successfully. In an attempt to assist strategic marketing process, a number of different strategic marketing planning tools have been created. Igor Ansoff, Michael Porter, and the Boston Consulting Group have the best known models in the field of business. Strategies are developed according to the objectives within an organization. The establishment of the objectives will normally produce a difference between what had been achieved and what target needs to be met. The uses of strategies are to illustrate how this gap is going to be solved, and objectives met. Strategic Management is a systematic approach to the major and increasingly important responsibility of general management to position and relate the firm to its environment in a way which will assure its continued success and make it secure from surprises (Ansoff, 1990). This paper will focus on the BCG Matrix, which is one of the models like PESTLE, SWOT, Ansoff matrix, Gap analysis, GE matrix and Porter 5 forces. It is often used to assess the profits of business or resource allocation and divestment decisions by the marketers. The content of this report will explain and analyse the application of BCG Matrix with some examples. Some of the other analytic tools will also be mentioned in this work. Analysis of BCG matrix BCG Matrix is developed by Bruce Henderson of the Boston Consulting Group in the year of 1968 (BCG, 2012). It is one of the Portfolio analyses. It is used to determine high or low performers of businesses or products depending upon their market growth rate and relative market share. The idea behind this Matrix is that higher market share or a better market grows of the product is better for the organization. There are four categories in BCG Matrix, which are Stars, Cash cow, Question mark, and Dogs (Philip.K, et al., 2008). Furthermore, horizontal axis is given for relative market share position and vertical axis for industry growth rate (Philip.K, et al., 2008). Planners are to classify their products or businesses into the four categories according to their position on the matrix. It provides a framework for analysis and comparison of products or businesses for multinational companies with diverse products. The advantages of using BCG Matrix are to have the ability to prioritise a business or product portfolio; it is to know what products are doing well and what are not performing. It provides a useful insight into the potential opportunities and problems associated with a particular product. It is often a convenient graphical form that is easily understood by the staffs who are the decision makers. In appendix A, it takes Nestle company (table 1.0) as an example, prepared dishes and cooking aids, PetCare and confectionery would be classed as Cash cow; beverage products would be a star; whereas pharmaceutical products as Question mark. Water products are most likely to be classed as a Dog. The BCG matrix is linked to the Product life cycle. Introduction, growth, maturity and decline, it represents Question marks, Stars, Cash cows and dogs in the BCG matrix respectively. Referring back to the table 1.0, it shows that PetCare and Confectionery products are at the late maturity period in the Product life cycle. Therefore, Nestle must come out with new and better ideas, in order to prevent or slow down the product from further decline in sales, or perhaps becoming a Dog. However, it is expected that different product will have different life cycle. Therefore, some stars with short life cycle will be better to harvest rather than to commit further investment (Graeme. D and John. E, 2007). In a multinational company, it is essential for its products to have high and low growth rate, such as stars to assure future of the company, cash cows that supply money for further growth, and converting question marks into stars. It is because a balanced product portfolio will maximize organisation revenue. As mentioned by Bruce Henderson Only a diversified company with a balanced portfolio can use its strengths to capitalize on growth opportunities(BCG.P, 2010). The benefits of high growth products include high return at the cost of wide ranging resource to market. For low growth rate products, its benefits are customers familiarity with the product, thu s, lesser cost for marketing and a constant source of revenue. With the help of BCG matrix, it can be identified how organization cash resources can be used to maximize a companys future growth and profitability. It provides the criteria for determining which products or business one should invest in, hold, harvest, or divest. However, the BCG matrix is only useful to a certain extent, and its limitation makes it increasingly less accurate. The BCG matrix was created in 1970s; therefore, it is expected to be less accurate in the current society especially during periodic recession (Blythe, 2006). The situation in the current business market is much more complicated than before.The model of BCG matrix discouraged organizations to invest in businesses with a less than 10% growth rate in a year. During the hard time, many companies will not have a growth of 10%.Thus, it is not accurate to rely on BCG matrix during an economic downturn; it might create confusion in the companys direction. The connection between market share and profitability is argu able because sometimes low share businesses can be profitable too and vice versa (Babette Craig, 2012). As mention by experts, the markets are difficult to determine with a huge amount of overlaps and complex segmentation (Macmillan. H, 2000). There are many portfolios in real businesses consist of a high percentage of dog businesses and few star businesses (Macmillan. H, 2000). Thus, portfolio analysis is criticized for offering little help in these circumstances. Growth rate and market share are only one aspect of industry attractiveness and overall competitive position respectively. The market definition and measurement are not perfect as there are some problems faced (Wensley. R, 1981). Hence, poor definition of business market might lead to some misclassification, such as dogs, becoming cash cows. Moreover, the matrix mainly focuses on investment in current products of a company. Thus, it might neglect alternative investment such as setting new product lines or investing in ne w technology, which could be better than investing in current products or services. The matrix also ignores the potential competitive responses. When an organization tried to build their market shares and support growth, it is likely to get responses from the competitors as retaliation (Blythe, 2006). Furthermore, it is too simplistic and general just to use high and low to form four categories, which lead to a low accuracy analysis. In addition, the matrix is based on cash revenue, whereby profit should be a better phrase to use as it means the financial gain after all the deduction of expense from the revenue. General electric (GE) matrix developed by Mckinsey is a similar matrix that overcomes some of the disadvantage of BCG matrix. It uses market attractiveness instead of market growth rate which included a broader range of factors compare to growth rate. It also replaced market share into competitive strength which assessed each SBU with competitive positioning (Kozami,2002). H owever, this paper will not go into the details of GE matrix due to the words constraint. According to an article by Hiram and Clyde on portfolio analysis, they added three categories to the matrix, such as infants, war horses and dodos, to get a better coverage of the business society during recession. War horses represent a cash cow in a declining market. The veteran products in an organization are things which hold a strong market position. It is used to prevent an organization from eliminating a veteran product during a recession as it is always just a temporary phenomenon (Hiram Clyde, 1982). Dodos represent products that have little potential for growing and low shares in declining markets (Hiram Clyde, 1982). It is added into the matrix because it will enable the company to make an early decision in withdrawing or removing such products so as to improve the chance of selling the assets of such business. The authors categorized new innovative products to be infants (Hiram Clyde, 1982). Most of the time, infant products do not generate any profit to the company at the introduction period and may even have a negative cash flow. Thus, it is important to point out the new innovative products before they are treated as a dog or question mark. With the obvious limitations of BCG Matrix, it is not recommended to use the matrix alone. It is a portfolio analysis tool which focuses on the internal of an organization. Thus, it is always best to use with external analysis tools such as SWOT. SWOT will look at matters like the strength and weakness of the company, and the opportunities and threats that might occur. It is used to measure the degree of strategic fit between the organization and its environment. As a combination with BCG matrix, BCG matrix will focus on the internal factors and SWOT will be focusing on the external factors. Therefore, the O T of SWOT will mainly suggest using alongside with BCG matrix. For example, with the O T, the organization can recognise the opportunities and threats in Nestle such as an increase in health conscious society (PRweb, 2012) provide a huge opportunity for Nestle to produce more health care products and raw ingredient prices for chocolate production are increasing will affect the profit margin as threat (Christopher, 2011). If only BCG matrix is used, the planners will miss the external factors like the society or raw materials pricing which might cause problems to the organization. According to experts, it mentioned that a mixture of two or more analysis tools is recommended for a holistic view of strategic scenario (Wind, et al, 1983). Therefore, it is essential for an organization to capture the internal and external factors with appropriate marketing analytic tools to strengthen the company performance. Conclusion This paper focused on the analysis of BCG matrix. It evaluated the usefulness and weakness of the model. Recommendations had also been advised for further enhancement of the usefulness of the model. Although BCG Matrix has a number of limitations, it is still one of the most popular portfolio planning tools used by big companies with diverse products. It can measure the growth rate and relative market share of each sector in a table form. The table shows a clear understanding on how an organization is performing. With a simple and clear understanding, the company can develop strategies to deal with the sectors, and achieve the organizations aimed goals and objectives. It is also useful for small businesses to survey the companys market share and growth, in relation to relative market to see how products are performing. Lastly, BCG Matrix is not a tool to replace management decision or vision. It is a tool to help managers or planners evaluate their strategy alternatives together with other analysis tools, such as SWOT. It is a tool with flaws, but still suffices to be a good tool for portfolio analysis. References Ansoff, Igor, 1990. Implanting Strategic Management. 2nd ed. New York: Prentice Hall . Babette, E, 2012. Analysis Without Paralysis: 12 Tools to Make Better Strategic Decisions. 2nd ed. New Jersey: Financial Times. BCG. 2012. BCG History. [Online] Available at: http://www.bcg.com/about_bcg/history/history_1968.aspx. [Accessed 04 November 12]. BCG. Perspectives. 2012. The product portfolio. [Online] Available at: https://www.bcgperspectives.com/content/Classics/strategy_the_product_portfolio/. [Accessed 05 November 12]. Blythe, Jim, 2006. Principles Practice of Marketing. 1st ed. London: Thomson learning. Christopher Adams . 2011. Chocolate lovers face price rise as ingredients soar. [Online] Available at: http://www.nzherald.co.nz/business/news/article.cfm?c_id=3objectid=10701792. [Accessed 22 November 12]. Graeme, Drummond, and John Ensor, 2007. Strategic Marketing: Planning and Control. 3rd ed. Oxford: A Butterworth-Heinemann Title. Hiram, Barksdale and Clyde E. Harris,Jr., 1982. Portfolio analysis and the product life cycle. Long range planning, [Online]. 15(6), 74-83. Available at: http://www.sciencedirect.com/science?_ob=MiamiImageURL_cid=271874_user=7229486_pii=0024630182900103_check=y_origin=article_zone=toolbar_coverDate=31-Dec-1982view=coriginContentFamily=serialwchp=dGLbVlt-zSkWzmd5=a00811c63fcac0a92dbec6cd66a1ece0pid=1-s2.0-0024630182900103-main.pdfsqtrkid=0.3659638183921414 [Accessed 23 November 2012]. Kozami, Azhar, 2002. Business Policy and Strategic Management. 2nd ed. India: Tata McGraw-Hill. Macmillan, Hugh, 2000. Strategic management: process, content, and implementation. 1st ed. Oxford: Oxford University Press. Nestle. 2010. 2010 Annual Report. [Online] Available at: http://www.nestle.com/Common/NestleDocuments/Documents/Library/Documents/Annual_Reports/2010-Annual-Report-EN.pdf. [Accessed 03 November 12]. Nestle. 2011. 2011 Annual Report. [Online] Available at: http://www.nestle.com/Common/NestleDocuments/Documents/Library/Documents/Annual_Reports/2011-Annual-Report-EN.pdf. [Accessed 03 November 12]. Philip Kotler,Gary Armstrong, Veronica Wong and John Saunders, 2008. Principles of marketing. 5th ed. Italy: Pearson Education. PRWeb. 2012. Yahoo news. [Online] Available at: http://news.yahoo.com/increasing-popularity-growing-health-consciousness-fuel-growth-global-130305822.html. [Accessed 22 November 12]. Wensley, Robin, 1994. Making better decisions: The challenge of marketing strategy techniques. International Journal of Research in Marketing, [Online]. 11/1, pp85-90. Available at: http://www.sciencedirect.com.libproxy.ncl.ac.uk/science/article/pii/0167811694900361 [Accessed 04 November 2012]. Wind, Young, Mahajan, Vijay and Donald, Swire., 1983. An Empirical Comparison of Standardized Portfolio Models. Journal of Marketing, [Online]. 47(2), pp89-99. Available at: http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=247ec63a-e348-45c1-a7b8-e1819fa6169a%40sessionmgr11vid=2hid=21 [Accessed 22 November 2012].

Child Abuse and Neglect :: Violence Against Children

  Ã‚  Ã‚  Ã‚  Ã‚  Many children suffer at the hands of adults - often their own parents. They are beaten, kicked, thrown into walls, and burned with cigarettes. They have their heads held under the water of toilet bowls, are scalded by hot water or they are forced to stand in freezing showers until they pass out. A child could be stuffed into running washing machines or sexually molested, suffer from neglect in the forms of starvation and lack of medical attention, and still go unnoticed by outsiders. In fact, it is estimated that about five children die every day in the U.S. from some form of child abuse. It is a sickening practice that has no set standard of rules to finish off the persisting problem. Different states have different methods and agencies to help prevent abuse in the home, some work quite well while others bomb - a dangerous gamble when it comes to the life or mental state of a child.   Ã‚  Ã‚  Ã‚  Ã‚   The precise number of deaths each year is not known because of the extent of most fatality investigations that could be suspected as child abuse but are seen as open and shut death cases. A report from the National Center on Child Abuse and Neglect, however, depicts more than three million reports of alleged child maltreatment practices in the year of 1995 alone. Many more children are living with abuse rather than dying from it, too. So what steps are being taken to protect our nation's children?   Ã‚  Ã‚  Ã‚  Ã‚  All states have a Child Protective Services (or CPS) system. This is the governmental system responsible for investigating reports of child abuse or neglect. In state after state, the CPS agency lacks the resources to respond adequately to the overwhelming number of reports it is legislatively mandated to investigate. All fifty states have child abuse reporting laws requiring reports of suspected abuse to be made by specified professionals and others whose work brings them into regular contact with children. Any citizen may report suspected abuse as state laws provide for reports to be made to the CPS agency or its equivalent, or to a law enforcement agency. In most states, investigations are conducted by CPS personnel, although law enforcement officers may also be involved.   Ã‚  Ã‚  Ã‚  Ã‚  The basic concern of child welfare workers is for the safety of the child. Assessment of the risks involved in leaving a child with its family must be made quickly because children cannot be removed from their families arbitrarily. Child Abuse and Neglect :: Violence Against Children   Ã‚  Ã‚  Ã‚  Ã‚  Many children suffer at the hands of adults - often their own parents. They are beaten, kicked, thrown into walls, and burned with cigarettes. They have their heads held under the water of toilet bowls, are scalded by hot water or they are forced to stand in freezing showers until they pass out. A child could be stuffed into running washing machines or sexually molested, suffer from neglect in the forms of starvation and lack of medical attention, and still go unnoticed by outsiders. In fact, it is estimated that about five children die every day in the U.S. from some form of child abuse. It is a sickening practice that has no set standard of rules to finish off the persisting problem. Different states have different methods and agencies to help prevent abuse in the home, some work quite well while others bomb - a dangerous gamble when it comes to the life or mental state of a child.   Ã‚  Ã‚  Ã‚  Ã‚   The precise number of deaths each year is not known because of the extent of most fatality investigations that could be suspected as child abuse but are seen as open and shut death cases. A report from the National Center on Child Abuse and Neglect, however, depicts more than three million reports of alleged child maltreatment practices in the year of 1995 alone. Many more children are living with abuse rather than dying from it, too. So what steps are being taken to protect our nation's children?   Ã‚  Ã‚  Ã‚  Ã‚  All states have a Child Protective Services (or CPS) system. This is the governmental system responsible for investigating reports of child abuse or neglect. In state after state, the CPS agency lacks the resources to respond adequately to the overwhelming number of reports it is legislatively mandated to investigate. All fifty states have child abuse reporting laws requiring reports of suspected abuse to be made by specified professionals and others whose work brings them into regular contact with children. Any citizen may report suspected abuse as state laws provide for reports to be made to the CPS agency or its equivalent, or to a law enforcement agency. In most states, investigations are conducted by CPS personnel, although law enforcement officers may also be involved.   Ã‚  Ã‚  Ã‚  Ã‚  The basic concern of child welfare workers is for the safety of the child. Assessment of the risks involved in leaving a child with its family must be made quickly because children cannot be removed from their families arbitrarily.

A Good Leader: Odysseus and Gilgamesh

Strength, determination and dedication are a few examples of characteristics, which a leader should possess. Characteristics of a good leader may vary in the eye of the beholder, however, I believe that overall there are a few qualities that are critically important. Throughout a person’s life, the experiences they endure shape them and build them into an individual. Like the lugals in Mesopotamia, it is a leaders obligation to protect and serve. In the Mycenaean civilization the Wanax stood at the top of their social ladder.In the Odyssey, Odysseus would be a Wanax because he owned an independent walled kingdom or palace. Both Odysseus and Gilgamesh were looked up to as leaders. When asked if they were successful leaders, I was a bit stuck. After some thought, though, I came to the conclusion that I believe both Odysseus and Gilgamesh were successful leaders. They were not always successful leaders, but their adventures and experiences molded them into reliable men. Our first glance of Odysseus is when Telemakhos speaks of him to Athena. (Odyssey 8-9).He explains that he would rather have a father who is happy and growing old in his house rather than one with a mysterious and dangerous life. This is the first example of why I believe Odysseus started out as a bad leader. Although he was off fighting, against his wishes, he lost contact with the people he cared about the most, and fell off the radar. I believe that, as a leader, he should have been able to somehow get into contact with his family and inform them that he was okay. When comparing our first impression of Gilgamesh to Odysseus, we see someone who is extremely different.Odysseus had a loving family and a loyal wife. In contrast, Gilgamesh was selfish and achieved the glory he thought he deserved. He was on the hunt for immortality and in doing so, abandoned his city or Uruk to travel with his friend Enkidu. A successful leader should never abandon his or her people. One example that contrasts Odysseus’ quality of leadership can be seen by looking at his crew. None of his members survived. A successful leader should always lead, protect and receive respect from their crew and in many ways the members of his crew were disobedient.When Odysseus and his crew traveled to the island of Helios he distinctively said to his men not to touch the cattle (Odyssey 219-220). When Odysseus fell into a sleep, Eurylokhos, Odysseus’ main member of the crew, convinced the men to kill one of the cattle for food (Odyssey 221). Disobedience shows disrespect, and when the members of your crew do not listen to what you say it shows that they do not take you seriously. A second example showing how Odysseus could not control his crew is the bag of wind (Odyssey 166).I believe that if you are a successful leader, you should be able to control all of your people, namely your crew. Although Gilgamesh does not have a crew, he proves that he lacks the characteristics of a good leader in a few instances. Gilgamesh and Enkidu steal trees from the cedar forest, which is forbidden to mortals. This is prime example of how Gilgamesh does not care about anyone else but himself. He is disrespecting the Gods by entering the forest and going even further by cutting down the trees.During this endeavor they also kill Huwawa, the monster that guards the forest. At first Gilgamesh flees when he first sees the face of Huwawa (Gilgamesh 26). Gilgamesh fleeing from the face of the demon shows that he was afraid, and no leader should ever be afraid and show it. Another example of Gilgamesh lacking the qualities of a leader is when he kills the Bull of Heaven. The goddess Ishtar was in love with Gilgamesh and wanted to be with him; when she asks him to be her husband he rejects her and she goes straight to her father and mother, Anu and Antum (Gilgamesh 29-32).Ishtar has her father send the Bull of Heaven down to kill Gilgamesh, however Enkidu and Gilgamesh conquer the Bull of Heave n and kill it. The council of Gods were enraged and demand that Enkidu must die in order to pay for the deaths of both Huwawa and the Bull (Gilgamesh 37-38). Betraying the Gods enough for them to wish death upon Enkidu shows that Gilgamesh was certainly not being a respectful mortal, let alone leader. Odysseus was a very sneaky and cunning man. He was able to defeat many monsters by out-smarting them.This was not always the best way to go about achieving victory. Odysseus came upon the Kyklops while on his journey with his crew. They were stuck in his cave, and he thought of a sneaky plan to get away. Odysseus and his crew took a large pole and poked the Kyklops in the eye. Right before they did this, however, Odysseus told the Kyklops that his name was Nohbdy. When the kyklops ran out of his cave bellowing in pain his fellow Kyklops’ asked who did this to him. â€Å"Nohbdy, Nohbdy’s tricked me, Nohbdys’s ruined me† (Odyssey 157) was the Kyklops’ r eply.This was extremely smart and cunning, and Odysseus would have been able to get away safe and sound. The unfortunate part occurred when Odysseus decides to brag his victory and announce his real name to the Kyklops. A leader should not feel the need to brag about victories that he or she has earned. Every leader knows that they are capable of defeat, and bragging is never something that a successful leader should do. As you can see there are several examples proving that Gilgamesh and Odysseus were not successful leaders from the start and throughout their journeys.The realization comes at the end of both novels where I believe the leaders made a change in their path for the better. When Odysseus and Telemakhos meet up they know that they must now defeat the suitors and gain the palace back as their own. Odysseus was disguised as a beggar so that he was able to go into the palace and get ready for the defeat of the suitors. You could already tell that he was starting to change w hen one of the suitors insulted him on being a beggar, and not being worthy. Normally Odysseus might have revealed whom he really was in order to prove his excellence, however he did not seem phased by it.From there Telemakhos and Odysseus defeated all of the suitors and claimed that palace, as it should be. Odysseus was back where he belonged, and ready to rule his people like he should have been doing from the start. Gilgamesh on the other hand was searching not for his way home, but for immortality. After Gilgamesh’s long journey he comes to the realization that death is inevitable. He learned from his talk with Utnapishtim that immortality cannot be earned when you are trying to get it. In his case, Utnapishtim was not looking for immortality when he built that ark.He was building the ark because he was told to and immortality was awarded to him as a reward. Death is something that cannot be avoided, and that he should just learn to accept that. Gilgamesh then finally rea lized what he had done to his people. Because he was so wrapped up in the glory, fame, and immortality he was trying to reach he gave up on something that was a part of him. Gilgamesh knew at that moment that he needed to travel back to Uruk and rule his people the way that they deserved to be ruled. In my opinion I believe that the end of both men’s journeys is the most important part.Yes, they were definitely not successful leaders for most of the story however the realizations at the end meant the most. When they realized that they let their people down they knew they needed to change. It shows that they will be there for them from now on, and be the best leaders they can be. I also believe that with the obstacles they over came along the way lessons were learned. Every champion athlete has to over come bad competitions, injuries, and bumps in the road in order for them to be at the top of the podium, and a successful leader has to do the exact same thing.

`` Invisible Cities `` By Italo Calvino - 1834 Words

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