Boston consulting group matrix: Opportunities for use in economic analysis
Abstract
Boston Consulting Group Matrix is the most popular methodological tool for analysing corporate portfolios. However, the method of using the Matrix has been frequently criticised, and the peak of popularity of this tool has passed. The purpose of this study is to find new areas of application for the Boston Consulting Group Matrix in the economic analysis of entrepreneurial activity. The following research methods were used: monographic, dialectical, abstract-logical, graphic, and tabular. It is shown that the use of the conventional BCG Matrix method is limited due to the ambiguity of conceptual foundations, methodological problems, and lack of complete information about the activities of competitors. The study proved that inaccuracies in the analysis of the market growth rate and the relative share of individual entities in it allow accurately assessing business prospects in this area. Methodological and applied issues arising when a company evaluates its market share of certain products are considered. A modification of the BCG Matrix is proposed, which distributes the assortment units of the analysed business entity according to certain profit growth reserves. Depending on the objects of a particular analysis, grouping in the modified matrix can be carried out according to individual types of products (goods, works, services) or by groups of buyers (consumers). The main problems with application of the BCG Matrix were clarified and systematised. Solutions for certain shortcomings of the conventional BCG Matrix were found, namely regarding the method for calculating the indicators it holds. A modification of the BCG Matrix is proposed, which classifies types of products (goods, works, services) by prospective profit reserves and changes in their share in the company’s profit structure. A similar matrix is designed to classify buyers of goods or consumers of a company’s services. The study figured out the place of the proposed BCG Matrix modification in economic analysis. The proposed variations of BCG Matrix have an advantage over the classical version, since they are based on internal analysis of only one subject of activity, and not on evaluating the potential of competitors. The developed modification of the analysis method can be integrated into the system of comprehensive economic analysis of any company. The results of the analysis using modified BCG Matrix can be used in financial strategic planning and marketing strategy development, specifically when planning advertising campaigns
Keywords
BCG Matrix, matrix approach, strategic analysis, revenue analysis, portfolio analysis, product range analysis
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