![]() Higher corporate market share results in higher cash returns. ![]() ![]() Relative market share. One of the dimensions used to evaluate the business portfolio is relative market share. The general purpose of the analysis is to help understand, which brands the firm should invest in and which ones should be divested. These two dimensions reveal the likely profitability of the business portfolio in terms of cash needed to support that unit and cash generated by it. It classifies the business portfolio into four categories based on industry attractiveness (growth rate of that industry) and competitive position (relative market share). BCG matrix is a framework created by Boston Consulting Group to evaluate the strategic position of the business brand portfolio and its potential.
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