marketing | BCG matrica

BCG matrica

biksi | 13 Februar, 2009 23:08

Pre nego što se krene u strateško planiranje, potrebno je jasno pozicionirati kompaniju na tržištu na kome ona deluje. Treba videti njene pozicije u odnosu na iskustvo, odnosno ukupni volumen poslovanja od osnivanja pa do dana pozicioniranja. Takodje, treba utvrditi pozicije kompanije i u odnosu na stopu rasta poslovanja (ili tražnje proizvoda ili usluga) u trenutku pozicioniranja. Kada se ovi parametri utvrde, onda se, na BCG matrici, može, sa prilično sigurnosti, utvrditi pozicija kompanije na tržištu, a u odnosu na konkurenciju. Ako kompanija ima malo iskustve u poslovanju, malu tražnju sa tržišta za robama iIi uslugama koje nudi - onda se ona nalazi u najnepovoljnijoj poziciji (donji desni kvadrant) i može lako da "nestane" sa tržišta. Strateškim planiranjem treba potpuno promeniti poslovnu politiku kompanije i krenuti sa poslovima, čiji će proizvodi biti u povećanoj tražnji na tržištu. Ukoliko je tražnja proizvoda ili usluga kompanije na tržištu velika, ali njeno iskustvo malo - situacija nije tako dramatična mogućnosti poboljšanja poslovanja su značajne (kvadrant gore desno). Težište plana, u takvoj situaciji, treba da bude na povećanju volumena poslovanja, odnosno - iskustva. Povećanje iskustva ucvrstiće pozicije kompanije na tržištu i otvoriti mogućnost da se - makar malo - približi vodećim organizacijama na tržištu. Ako je poslovanje kompanije u žizi tražnje, a njeno iskustvo u poslovanju veliko - onda je ona vodeća na tržištu. Strateš kim planiranjem treba utvrditi poslovnu politiku, koja će kompaniju - što duže - zadržati na ovoj poziciji (gornji levi kvadrant). lz ove pozicije, put neminovno vodi ka "srećnom završetku" aktivnosti kompanije. Kompanija ima veliko iskustvo, koje je proizvelo i veliki kapital, ali poslovanje se više "ne susrece" sa zahtevima tržišta, odnosno, tržište se drastično smanjilo (donji levi kvadrant). Menadžment kompanije se tada okreće potpuno novoj poslovnoj politici, pravi tzv. "preokret" (turnabout) razvija novi proizvod ili uslugu i - kreće ispočetka. Medjutim, zahvaljujući nagomilanom kapitalu snažnim investicijama, početne pozicije su na tržištu sa visokom tražnjom i mogućnostima velikog zahvata tog tržišta. Slikovito, kompanija se odmah "ubacuje" u desni kvadrant (obratiti pažnju na strelicu). Originalna BCG matrica pozicionira kompaniju u odnosu na rast tržišta i deo tržišta koje kompanija zahvata.

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