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J Winstanley, Student (MBA), UK
"Hello everyone, I'm a little bit confused about how to plot products on to the BCG matrix? Should I:
[1] Look at the definitions of the animals and place products on to the graph depending upon what animal they most feel like
[2] Look at the X and Y axis and place products on the graph and plot depending upon market share and growth and completely ignore the animals during the plotting process.
I assume that [2] is the right approach.
If [2] is the right approach then how do I determine market share and growth?
Lets say there are 100 people who want a TV. 10 of them have my TV at the end of one year. And 50 of them have someone elses' TV.
What is my market share and what is my growth? Do I have high growth and low share? Thanks..."
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How to Do BCG Plotting
santiago, United Arab Emirates
"I would comment that the model is used to evaluate the state of your portfolio of products of markets.
Thus you have black and white TV, colour TV and HDTV, new SMDTV (super mobile HDTV) for example.
The black and white is a dog, no real sales, colour is the cash cow, HDTV the star, and SMDTV is a question mark. The size of the circle can be used to show the size of the market or the net contribution to the business, if you want market share suggest using a different model." |
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How to Do BCG Plotting
J Winstanley, Liverpool
"Massive thanks for replying. Jose suggests a perspective that I have not really seen before anywhere, I'd be interested to know if I should be thinking about it that way because one or both of us understand the matrix in the wrong way." |
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