MMK COLLEGE FYBMM : II SEMESTER

NAME :- ANUPRIYA C HARYANI ROLL NO. :- 17 FYBMM : II SEMESTER SUBJECT :- PRINCIPLES OF MARKETING

INTRODUCTION :The origin of the Boston Matrix lies with the Boston Consulting Group in the early

1970s. It was developed by Bruce Henderson. It was devised as a clear and simple method for helping corporations decide which parts of their business they should allocate cash to. Since the 1970s, its become much easier to borrow money cheaply (in many parts of the world) making this less of an issue.However the Boston Matrix is still a good tool for thinking about where to apply resources (of effort as well as money).

WHAT IS BCG MATRIX ? It is also known as boston matrix the growth share matrix and portfolio analysisis focusing effort to give the greatest returns. It provides a useful way of looking at the opportunities open to you, so that you can pick the ones that will give you the best results. In a world where were bombarded with seeming opportunities (some good, some bad) this brings welcome clarity, helping us in making the very most of our current position. A simple tool for assessing a company's position relative to others in terms of its product range. It is a 2x2 matrix plotting market share against market growth.

WHY BCG MATRIX ? To assess : Profiles of products/business. The cash demands of products. The development cycles of products. Resource allocation and divestment decisions.

Market Share and Market Growth:Market share and market growth are two dimensions of boston consultancy group matrix , they are interrelated. The basic idea behind it is if a product has bigger market share, or if the products market grows faster, it is better for the company. Market share is the percentage of the total market that is being serviced by your company, measured either in revenue terms or unit volume terms. The higher your market share, the higher proportion of the market you control. The Boston Matrix assumes that if you enjoy a high market share you will normally be making money (this assumption is based on the idea that you will have been in the market long enough to have learned how to be profitable, and will be enjoying scale economies that give you an advantage). Market growth is used as a measure of a markets attractiveness. Markets experiencing high growth are ones where the total market share available is expanding, and theres plenty of opportunity for everyone to make money. By contrast, competition in low growth markets is often bitter, and while you might have high market share now, what will the situation look like in a few months or a few years? This makes low growth markets less attractive.

ADVANTAGES OF BCG MATRIX AND OTHER USES : It is simple and easy to understand. It helps us to quickly and simply screen the opportunities open to us . It provides a base for management to decide and prepare for future actions. It is applicable to large companies that seek volume and experience effects.

. DISADVANTAGES OF BCG MATRIX : It neglects the effects of synergy between business units. A business with a low market share can be profitable too. High market share is not only the success factor.

The problems of getting data on the market share and market rate

There is no clear definition of what constitutes a market

The model employs only two dimensions market share and growth rate. This may tempt management to emphasis a particular product or divest prematurely

Low share businesses can be profitable too. It considers the product or SBU only in relation to one competitor: the market leader. It misses small competitors with fast growing market shares.

BCG MATRIX AS A PLANNING TOOL :

The BCG growth share matrix is widely used as a strategic planning tool giving planners a sense of direction. The matrix facilitates the strategic planning process and service as a rich source of ideas about possible strategic options. In multi-product organizations, management can use this matrix as a guide to allocate limited resources.

MAIN STEPS OF BCG MATRIX :

Identifying and dividing a company into SBU.

Assessing and comparing the prospects of each SBU according to two criteria:1. SBU S relative market share . 2. Growth rate of SBUS industry. Classifying the SBUS on the basis of BCG matrix. Developing strategic objectives for each SBU .

THE BCG MATRIX PRODUCT PORTFOLIO METHOD :The BCG matrix method is based on the product life cycle theory that can be used to determine what priorities should be given in the product portfolio of a business unit. To ensure long-term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs and low-growth products that generate a lot of cash. It has 2 dimensions: market share and market growth. The basic idea behind it is that the bigger the market share a product has or the faster the product's market grows the better it is for the company.

Placing products in the BCG matrix results in 4 categories in a portfolio of a company : 1. Stars (=high growth, high market share) - use large amounts of cash and are leaders in the business so they should also generate large amounts of cash. - Frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold share, because the rewards will be a cash cow if market share is kept. 2. Cash Cows (=low growth, high market share) - profits and cash generation should be high , and because of the low growth, investments needed should be low. Keep profits high - Foundation of a company 3. Dogs (=low growth, low market share) - avoid and minimize the number of dogs in a company. - beware of expensive turn around plans. - deliver cash, otherwise liquidate 4. Question Marks (= high growth, low market share) - have the worst cash characteristics of all, because high demands and low returns due to low market share - if nothing is done to change the market share, question marks will simply absorb great amounts of cash and later, as the growth stops, a dog. - Either invest heavily or sell off or invest nothing and generate whatever cash it can. Increase market share or deliver cash.

Some limitations of the Boston Consulting Group Matrix include:

High market share is not the only success factor Market growth is not the only indicator for attractiveness of a market

Sometimes Dogs can earn even more cash as Cash Cows.

The BCG Matrix method can help understand a frequently made strategy mistake: having a one-size-fits-all-approach to strategy, such as a generic growth target (9 percent per year) or a generic return on capital of say 9,5% for an entire corporation. In such a scenario:
A. Cash Cows Business Units will beat their profit target easily; their

management have an easy job and are often praised anyhow. Even worse, they are often allowed to reinvest substantial cash amounts in their businesses which are mature and not growing anymore. B. Dogs Business Units fight an impossible battle and, even worse, investments are made now and then in hopeless attempts to 'turn the business around'. C. As a result (all) Question Marks and Stars Business Units get mediocre size investment funds. In this way they are unable to ever become cash cows. These inadequate invested sums of money are a waste of money. Either these SBUs should receive enough investment funds to enable them to achieve a real market dominance and become a cash cow (or star) or otherwise companies are advised to disinvest and try to get whatever possible cash out of the question marks that were not selected.

CASE STUDY OF BOSTON CONSULTANCY GROUP MATRIX (BCG MATRIX ) :-

BCG Matrix for ITC ltd. The ITC ltd used BCG matrix ( boston consultancy group matrix )

Business Mix of ITC Ltd.:-

FMCG ( Fast moving consumable goods ): Cigarettes Foods Lifestyle Retailing Greeting, Gifting & Stationery Safety Matches Agarbattis Paperboards & Packaging: Paperboards & Specialty Papers Packaging Agri Business: Agri-Exports e-Choupal Leaf Tobacco Hotels:Group Companies ITC Infotech; etc.

Market share of ITC Ltd.:-

Outstanding market leader : Cigarettes, Hotels, Paperboards, Packaging and Agri-Exports.

Gaining market share : Nascent businesses of Packaged Foods & Confectionery, Branded Apparel and Greeting Cards.

The BCG Matrix for ITC ltd.

Action- Learning points and conclusions :

Strategic forays into emerging high growth markets.

E-Choupal is a transformational strategy. ? - To be handled with care. Strong brand building capability will be tested.

Corporate strategy of creating multiple drivers of growth anchored on its core competencies and distribution reach.

Embracing difficult and challenging corporate strategy. (Ex: Paperboards). EHS philosophy: Contribution to the triple bottom line- Economic, Environment and social capital.

CONCLUSION :- Though BCG matrix has its limitation it is one of the famous and simple portfolio planning matrix, used by large companies having multiproducts.

BIBLOGRAPHY

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