The bcg matrix is a business method that was created by the boston consulting group in the 1970s. The model, the bcg matrix or growthshare matrix, was based on the boston consulting group s knowledge and work in the area of the experience curve and of the product life cycle and how they relate to cash generation and cash requirements. Boston matrix bcg matrix at the end of the 1960s, bruce henderson, founder of the boston consulting group, bcg, developed his portfolio matrix. How to use the bcg matrix smart insights digital marketing. The growth share matrix is directly derived from the experience curve. Boston consulting group ii a business portfolio analysis. It is argued that relative competitive position and growth are the two fundamental parameters which must be considered in. The purpose of the matrix is to enable companies to ensure longterm revenues by balancing products requiring investment with products that should be managed for remaining profits. Investor presentation 03 12 2018 pdf 2mb hindustan unilever. The bcg matrix considers two different aspects of a business unit or product. The bcg matrix aka boston matrix is a tool which uses the relative market share and growth rate of the various product lines of an organization to assess the relative strength of products in a brands portfolio. Pdf india has become a second home to many multinationals over the years.
The composition of the portfolio can be critical tothe growth and success of the company. Hence, this synthesis and analysis is focussed on merging some of the successful bop strategies and analysis has. Download as pptx, pdf, txt or read online from scribd. Bcg matrix hindustan unilever limited brand unilever free 30. The bcg model assigns products into four categories stars, cash cows, question marks, and dogs quickly identifying which. Henderson for the boston consulting group in 1970 to help corporations to.
In the late 1960s the boston consulting group developed a portfolio business model based on this thinking. Bcg matrix on amazoncom 11 on bcg matrix amazon have. It is the most renowned corporate portfolio analysis tool. Introduction lever brothers, the old name of unilever changed into unilever after the merger of lever. Marketing strategy of facebook facebook marketing strategy. A difference in market share of 2 to 1 should produce about 20 percent or more differential in pretax cost on value added. Bcg matrix is developed by bruce henderson of the boston consulting group in the beginning of 1970s. This page is for our valuable readers who are interested in business research. Boston consulting group bcg matrix is a four celled matrix a 2 2 matrix developed by bcg, usa. Glaxosmithkline consumer healthcare limited gsk ch india to merge with hul in an all equity merger brands owned by gsk ch india boost, viva and maltova to be retained by merged entity horlicks brand in india and international markets currently owned by gsk plc including group companies is being acquired by unilever.
The three companies were then merged in 1956 to form hindustan lever. Based on qualitative research, this paper aims at identifying the causes of rise and fall of the b. It is a matrix which helps in decision making and investments. Owned by the britishdutch company unilever which controls 52% majority stake in hul. As such, this working paper proposes the use of the family portfolio. Bcg on hul essay example for free newyorkessays database with more than 65000 college essays for studying. The boston consulting group matrix provides the recommendations for the development of strategic resource allocation and strategy development in the typical multibusiness company.
Pdf a desi multinational a case study of hindustan unilever. How to create a boston consulting group bcg matrix. The experience curve is the means of measuring probable competitive cost differentials. The growth share matrix or boston consulting group. Study of the bcg matrix for hindustan unilever limited idocpub. However, recent criticisms have been leveled at their inaccuracy and inability to include flexibility.
This grid, devised at boston consulting group in 1968, crystallized the relationship between market growth and market share to. The bcg matrix, also known as the boston growthshare matrix, is a tool to assess a companys current product portfolio. The bcg matrix sometimes called the growthshare matrix was created in 1970 by bruce henderson and the boston consulting group to help companies with many businesses or products determine their investment priorities. Find the typical variations and how to create these templates using powerpoint. For details on the matrix, there is no source more authentic than the produ. Pdf hindustan unilever limited a study on the marketing concept. Brief history of boston consultancy group marketing essay. Bcg on hul essay sample sample essays online library.
We will be sharing the latest bcg matrix analysis of companies. The continuous development and market introduction of new businesses can play an important role in the future performance of companies. Though owning a breakeven unit provides the social benefit of providing jobs and possible synergies that assist other business units, from an accounting point of view such a unit is worthless, not generating cash for the company. Sequences in bcg matrix pic success sequence in bcg matrix the success sequence of bcg matrix happens when a question mark becomes a star and finally it becomes a cash cow. Based on this assessment, the boston matrix helps in the longterm strategic planning of the companys portfolio, as it indicates where to invest, to discontinue or develop products. The bcg matrix is used for the evaluation of a organizations product portfolio in marketing and sales planning. The boston consulting group bcg matrix is a portfolio management tool created in 1970 by bruce henderson. Fair and lovely the rs 3,000crore skincare market in india, where hul is the leader with an estimated 70 per. Companys profile owned by the britishdutch company unilever which controls 52% majority stake in hul. Bcg matrix template variations presentation process. The project specifically demands the study of bcg matrix for hindustan unilever limited. Hul1 we meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life. Pdf india has become a second home to many multinationals over the.
G matrix, method used in the strategic decisional processes to streamline. In november 1956, these three companies merged to form hindustan unilever. Bcg stands for boston consulting group this company created this chart for the first time. Study of the bcg matrix for hindustan unilever limited. Expanding the bcg concept abstract the use of portfolio matrices has been of great popularity since their first outing in the 1960s. Study of the bcg matrix for hindustan unilever limited by. Also known as the boston box or grid, bcg charts are divided into four types of scenarios, stars, cash cows, dogs and question marks. Glaxosmithkline consumer healthcare limited gsk ch india to merge with hul in an all equity merger. Bcg matrix is developed by bruce henderson of the boston consulting group in the year of 1968 bcg, 2012. The content of this report will explain and analyse the application of bcg matrix with some examples. As explained by others, i think the bcg matrix is a way to think about existing products assets and think about their usage strategy going forward. Bcg matrix, boston matrix, bcg matrix template groupmap. G matrix is considered the oldest, the simplest and the most known matrix of analysis of the portfolio of activities.
Some of the other analytic tools will also be mentioned in this work. The growthshare matrix aka the product portfolio matrix, boston box, bcgmatrix, boston matrix, boston consulting group analysis, portfolio diagram is a chart that was created by bruce d. In this method, businesses or products are categorised as low or high performers depending upon their market growth rate and relative market share. The bcg matrix, developed by the boston consulting group, a leading management consulting firm, is the best known of these methods. An analysis of hul using porters five forces analysis. The model, the bcg matrix or growthshare matrix, was based on the boston consulting groups knowledge and work in the area of the experience curve and of the product life cycle and how they relate to cash generation and cash. The marketing strategy of facebook analyses the various aspects in the strategy of facebook and how it has made facebook the worlds 5th most valued brand. The bcg growthshare matrix is a tool used internally by management to assess the current state of value of a firms units or product lines.
The bcg matrix explained how does the bcg matrix work. Here we will show you how to create a boston consulting group bcg matrix in powerpoint using smartart and shapes. These units typically break even, generating barely enough cash to maintain the businesss market share. The boston consulting groups strategy institute is taking a fresh look at some of bcgs classic thinking on strategy to explore its relevance to todays business environment. To analyse the product portfolio of hul with respect to bcg matrix. Bcg matrix model advantage boston matrix explained. Bcg matrix is often used to prioritize which products within company product mix get more funding and attention hul it has 2 dimensions. Boston consulting group ii a business portfolio analysis matrix. Bcg matrix is a useful strategic planning model developed by boston consulting group in 1970s. The bcg matrix growthshare matrix is a method that comes from the consulting company boston consulting group bcg, thus the name bcg matrix or boston matrix. Bcg matrix is used together with other strategic analysis methods in the process of substantiation of the strategic decision s, the efficiency of this process on the sbu level increases. This research paper categorize the entire product range of hindustan unilever limited into cash cows, stars, dogs and question marks as per the boston consultancy group bcg matrix. This business method bases its theory on the life cycle of products.
The bcg matrix is based on the classification of sbus into question marks, stars cash. The analysis followed by the said classification has been done using empirical indian market data. The continuous development and market introduction of new businesses can play an important role in. Analysis of bcg matrix marketing essay uk essays ukessays. Boston consulting group matrix bcg this technique is particularly useful for multidivisional or multiproduct companies. The foremost competitive advantage that the facebook have is its reach and the way it has engaged the different communities worldwide to connect the world. Home presentation ideas presentation graphics bcg matrix template. This is equivalent to 525 percent and more aftertax diffe. Using the boston consulting group portfolio matrix to.
Steph edwards nutton explains how to use the bcg matrix to analyse your companys product portfolio. It provides a graphic representation for an organization to examine different businesses in its portfolio on the basis of their related market share and industry growth rates. Bcg matrix hindustan unilever limited free download as powerpoint. Bcg matix is a chart which show you potential of your companys products. To highlight and recommend effective strategies for manoeuvring within the bcg. It divides a market on the basis of its relative growth rate and market share and comes up with 4 quadrants cash cow, stars, question marks and dogs.
The three companies were then merged in 1956 to form hindustan. Bcg matrix, bcg matrix analysis, bcg matrix strategies. Bcg matrix of hul essay example topics, sample papers. The model, the bcg matrix or growthshare matrix, was based on the boston consulting groups. According to this technique, businesses or products are classified as low or high performers depending upon their market growth rate and relative market share. The divisions or products compromise the organisations business portfolio. The assignment explains the study of bcg matrix for hindustan unilever. Bcg matrix in the marketing strategy of hul in the bcg matrix, the personal care and oral care segment of the business is stars in the bcg matrix while the home care and packaged food are a question mark due to the presence of a large number of local, national and international players in the market. Bcg dogs guide to the bcg growthshare matrix and analysis. Since 1968, the bcg matrix, also known as the boston or growthshare matrix, is a tool to answer those questions by providing. In fact, amazon was a book store before it started electronics. Also you will learn how to get free cliparts and images for your powerpoint presentation templates. A case study of hindustan unilever limited munich personal.
The bcg matrix market growth high growth, big share high growth, small share market share. In this tutorial you will learn how to create bcg matrix in excel. Bcg matrix is widely adopted as a business matrix used for marketing and business development purposes. The bcg matrix is a matrix designed by the boston consulting group back in 1970s.
1529 762 287 224 777 668 173 1443 1426 1617 1226 1142 227 542 1412 699 1599 744 1336 725 43 933 452 1159 438 636 1641 990 1679 637 614 819 865 1123 36 1449 966