Umhlahlandlela Wabaqalayo ku-BCG Growth Share Matrix

Amabhizinisi adinga ukuhlolwa komugqa wemikhiqizo okuvamile ukuze azi ukuthi yimiphi imikhiqizo eletha ukuthengiswa okuningi, okwenza ukulahlekelwa, nokuthi yiziphi izingxenye zebhizinisi lawo ezidinga ukuthuthukiswa.

Ukuhlolwa komkhiqizo okufanele kungasiza ibhizinisi elijwayelekile ukuthi lithuthukise isu labo futhi lenze inzuzo. Futhi yilapho kanye i-Boston Consulting Group (BCG) i-matrix yokukhula yokwabelana ngokukhula ingena khona. Akungabazeki, amanye amathuluzi nezinqubo ziyatholakala, kodwa i-BCG matrix inikeza indlela elula neqondile elungele ukuhlonza bese usebenzisa amaphuzu aqinile ebhizinisi.

Ngakho-ke qhubeka ufunda ukuze uthole okwengeziwe mayelana nendlela i-BCG yokukhula-yabelana matrix ingasetshenziswa ngayo ukuthuthukisa yakho isu lebhizinisi namuhla.

Okuqukethwe
Iyini i-matrix yesabelo sokukhula?
Ungayakha kanjani i-BCG matrix
Isifundo esiyisibonelo se-BCG matrix
Ingabe i-BCG matrix inemikhawulo?
Imicabango yokugcina

Iyini i-matrix yesabelo sokukhula?

I-BCG matrix, eyaziwa nangokuthi i-matrix yesabelo sokukhula, iyimodeli yokuhlela ehlola yonke imikhiqizo ekuhlu lwezimpahla zebhizinisi futhi iyihlukanise ngokwezigaba ngokusekelwe ekwabelweni kwayo kwemakethe nokukhula.

The I-Boston Consulting Group wayengumdali wemodeli ye-BCG, futhi sekuyiminyaka engaphezu kwengu-50 iyindinganiso eyigolide. I-BCG matrix inikeza uhlaka lwamabhizinisi ukuthi ahlole imikhiqizo ukuze anqume ukuthi yikuphi okungase kudinge ukutshalwa kwezimali okwengeziwe, nokuthi yikuphi okungahle kungadingeki.

Futhi, uhlaka lusiza izinkampani ukuthi zithole ukuthi yimiphi imikhiqizo ekhona abangayithuthukisa noma imiphi imikhiqizo abangayethula ukuze benze inzuzo ngesabelo semakethe.

Nge-BCG matrix, imikhiqizo ingakha izinhlelo zamasu zesikhathi eside futhi ihlonze amathuba amasha okukhula kwemakethe. Futhi, abanikazi bamabhizinisi bangalawula kalula ukutshalwa kwezimali kwabo kwamanje nekusasa ngalolu hlaka lokuhlela.

Yiziphi izigaba ezine ze-matrix yesabelo sokukhula?

I-Boston Consulting Group ikholelwa ukuthi amabhrendi angahlukanisa amayunithi ebhizinisi lawo abe yizigaba ezine. Lezi zigaba zakha ukwakheka kwe-matrix yesabelo sokukhula. Kuhlanganisa izinkomo zemali, izinkanyezi, izinja, namamaki emibuzo.

Izinkomo zemali

Izinkomo zemali zingamayunithi anesabelo esikhulu semakethe namandla aphansi okukhula. Ngamanye amazwi, imikhiqizo engeyengxenye yenkomo yemali ikhiqiza imbuyiselo ebalulekile ekutshalweni kwezimali (i-ROI), kodwa ingeyemakethe eneziro noma amandla aphansi okukhula.

Inzuzo enkulu yalolu phiko lwebhizinisi ukuthi amabhizinisi azohlala ethola okungaphezu kwalokho akutshalayo. Izinkomo eziwukheshi zingakwazi ukwenza imali eyanele ukukhokhela izikweletu zenkampani, zenze imali ngamamaki emibuzo, zikhokhele izindleko zokuphatha zomkhiqizo, zikhokhe izabelo zabanikazi bamasheya, kanye nokuthuthukiswa kwesikhwama kanye nocwaningo.

Kunconywa ukuthi amabhizinisi asebenzise izinkomo zemali ukuze azuze inzuzo eyengeziwe futhi alondoloze umkhiqizo. Isibonelo esihle isiphuzo se-Coca-cola, esithengiswa emazweni angaphezu kuka-200 emhlabeni jikelele.

Stars

Izinkanyezi zinesabelo semakethe esiphezulu namandla okukhula anoma iyiphi iyunithi yebhizinisi. Le yunithi yebhizinisi nayo yenza imali eningi kodwa idla inani elikhulu ngokulinganayo ngenxa yezinga layo lokukhula ngokushesha.

Ngalesi sizathu, izinkanyezi zingase zikhiqize inani elifanayo lemali ezitshalwa yizinkampani. Ngaphezu kwalokho, izinkanyezi zingakhula zibe izinkomo zemali uma zingafi ngaphambi kokuba izinga lokukhula kwemakethe lehle.

Amabhrendi kufanele acabangele ukutshala imali kumayunithi ebhizinisi adumile ukuze akhulise ibhizinisi lawo. UKinley, umkhiqizo wenkampani yakwaCoca-cola, uyisibonelo esiphelele “senkanyezi.” Umkhiqizo usembonini ekhulayo: amanzi asemabhodleleni. Ngakho-ke, kudinga ukutshalwa kwezimali okukhulu ukuze kuqhubeke ukukhula.

Amamaki emibuzo

Amamaki emibuzo amayunithi ebhizinisi anamandla. Banamazinga aphezulu okukhula kanye namasheya emakethe aphansi. Imikhiqizo enamasu asebenzayo kanye nokutshalwa kwezimali kungashintsha amamaki emibuzo abe izinkomo zemali noma izinkanyezi.

Kodwa njengoba benesabelo semakethe esiphansi, izimpawu zemibuzo zingaba izinja futhi zingase zingathuthuki kungakhathaliseki ukuthi amabhizinisi atshala malini. Kodwa-ke, izimo ezinjalo zizokwenzeka kuphela uma imikhiqizo isebenzisa amasu angalungile kanye nokutshalwa kwezimali. Isibonelo esihle sophawu lombuzo enkampanini ye-Coca-cola yi-"Fanta." Ayikwazanga ukuzwa ukukhula komhlaba wonke njenge-Coca-cola, kodwa inamandla—uma inkampani isebenzisa amasu afanele ukuyikhulisa.

Dogs

Izinja zinesabelo semakethe esiphansi kanye namandla okukhula kuzo zonke izigaba ezine. Ngenxa yalokho, lawa mayunithi ebhizinisi awadingi ukutshalwa kwezimali okukhulu futhi ngeke akhiqize noma iyiphi inzuzo.

Imikhiqizo engaphansi kwe-quadrant yenja iyisicupho semali ngoba ingagcina amabhizinisi amaningi emile. Ngakho-ke, amabhrendi kufanele agweme ukutshala imali kulawa mayunithi webhizinisi ngoba ane-ROI ephansi kakhulu futhi ngokuvamile abangela ukuhlukana. Isibonelo, i-diecoke ingenye yezinja enkampanini ye-Coca-cola engadingi mali eningi futhi engeke yenze inzuzo enkulu nayo.

Ungayakha kanjani i-BCG matrix

Nansi indlela amabhrendi angahlukanisa ngayo imikhiqizo ngezigaba ezine ze-BCG matrix.

Isinyathelo sokuqala: Khetha umkhiqizo

Okokuqala, amabhrendi adinga ukukhetha umkhiqizo afuna ukuwuhlukanisa. Lesi sinyathelo sibalulekile njengoba siyiphuzu eliqhuba ukuhlaziya. Isinyathelo sokuqala asikhawulelwe emikhiqizweni kuphela. Imikhiqizo ingaphinda ihlukanise uhlobo olulodwa noma inkampani ngokwezigaba.

Isinyathelo sesibili: Chaza imakethe eqondiwe yenkampani

Amabhizinisi adinga ukucophelela lapho echaza imakethe yomkhiqizo. Uma amabhrendi engayicacisi kahle imakethe, kuzoholela ekuhlukaniseni okungalungile.

Isibonelo, ukuhlukanisa isiphuzo se-Coca-cola emakethe ye-smoothies kuzosibeka ku-quadrant yenja, okungaba ukunyakaza okungalungile. Kodwa-ke, kufanele kube yinkomo yemali emakethe ye-soda. Ngakho, amabhrendi kufanele achaze izimakethe ngendlela efanele ukuze aqonde ukuma komkhiqizo emakethe.

Isinyathelo sesithathu: Linganisa isabelo semakethe

Isabelo semakethe yenkampani ingxenye yemakethe isiyonke inkampani enayo. Amabhrendi angakala isabelo sawo semakethe ngokwemali engenayo yevolumu yeyunithi.

I-BCG matrix isebenzisa ukwabelana kwemakethe okuhlobene ukuqhathanisa ukuthengiswa komkhiqizo nezimbangi eziphambili. Kodwa-ke, umkhiqizo oqhathaniswayo kufanele ufane nembangi.

Nansi indlela ifomula ebukeka ngayo:

Isabelo Semakethe Esihlobene = Ukuthengiswa konyaka komkhiqizo/ukuthengiswa konyaka kwembangi ephezulu

Isibonelo, uma isabelo semakethe somkhiqizo wezimonyo sasingu-10% ngo-2020 futhi isabelo semakethe sezimbangi sasingu-25%, isabelo semakethe esihlobene somkhiqizo singaba ngu-0.4 nje.

Qaphela: Imikhiqizo ingathola isabelo semakethe esihlobene ku-x-axis ye-BCG matrix.

Isinyathelo sesi-4: Thola izinga lokukhula kwemakethe

Kunezindlela ezimbili izinhlobo ezinganquma izinga lokukhula kwemakethe. Bangayithola ngemithombo ye-inthanethi noma bayibale. Imikhiqizo ingabala izinga lokukhula kwemakethe ngokuqaphela ukukhula kwemali engenayo okumaphakathi kwamafemu ahola imakethe (sebenzisa imigomo yamaphesenti ukukala ukukhula kwemakethe).

Imikhiqizo ingahlonza izinga lokukhula kwemakethe ngale fomula elandelayo:

(Ukuthengiswa komkhiqizo kulo nyaka - Ukuthengiswa komkhiqizo ngonyaka odlule)/Ukuthengiswa komkhiqizo ngonyaka odlule

Uma imakethe inokukhula okuphezulu, kusho ukuthi inani lemakethe eliphelele linamandla okukhula, linikeze wonke amabhizinisi kuleyo makethe ithuba lokwenza inzuzo.

Isinyathelo sesi-5: Hlela imibuthano ku-matrix

Isinyathelo sokugcina ukuhlela amanani okugcina ku-BCG matrix. I-x-axis ye-matrix imele isabelo semakethe esihlobene, kuyilapho i-y-axis imelela izinga lokukhula kwemakethe.

Imikhiqizo ingadweba imibuthano ukuze imele iyunithi ngayinye. Futhi, usayizi wombuthano kufanele ufane nemali engenayo ekhiqizwa iyunithi. Ngamanye amazwi, imibuthano emincane yemali engenayo encane kanye nemibuthano emikhulu yemali engenayo ebalulekile.

Isifundo esiyisibonelo se-BCG matrix

Izibonelo zempilo yangempela zingasiza amabhrendi aqonde kangcono indlela yokusebenzisa i-BCG matrix. Isibonelo esihle iPepsiCo, ekhiqiza ezinye iziphuzo ngaphandle kwesoda yayo edumile.

Esibonelweni se-matrix ye-BCG ye-PepsiCo, i-Pepsi yokudla ne-Mug diet cream soda izimpawu zemibuzo ngoba inenani elilinganiselwe labathengi futhi basenamandla okukhula.

Isiphuzo sezemidlalo se-PepsiCo, i-Gatorade, iyinkanyezi njengoba iphethe imakethe yeziphuzo zezemidlalo futhi yenza u-70% wokuthengiswa kuleyo makethe—ngaphandle kwezimpawu zokwehla.

Isiphuzo sika-PepsiCo esinesihloko esithi inkomo yemali ngoba sinesabelo semakethe esiphezulu (esiqhudelana ne-Coca-Cola) kodwa sibhekana namazinga aphansi okukhula.

I-PepsiCo's Tropicana and Naked yake yadlala emakethe yeziphuzo zezithelo. Kodwa njengoba i-PepsiCo iveza ukuthengiswa okuwayo kwemikhiqizo kanye nokuzimisela ukuzithengisa, kulungile ukusho ukuthi i-Tropicana ne-Naked basesigabeni sezinja sika-PepsiCo.

Ingabe i-matrix yesabelo sokukhula inemikhawulo?

Nakuba i-matrix ye-BCG inezimfanelo ezithile ezinhle, futhi inemikhawulo yayo. Le mikhawulo ihlanganisa:

• I-matrix ye-BCG inomkhawulo emikhakheni emibili: izinga lokukhula kwemakethe kanye nesabelo semakethe. Kuwumkhawulo obalulekile ngoba lezi akubona kuphela izilinganiso ezibonisa ukukhanga, impumelelo, noma inzuzo yomkhiqizo.

• I-matrix ayibaleli ukusebenzisana okungenzeka phakathi kwemikhiqizo.

• Isabelo semakethe esiphansi akusho ukuthi ibhizinisi ngeke libe nenzuzo.

• Futhi, amasheya emakethe aphezulu ngeke ahlale enza inzuzo ephezulu. Amabhrendi azodinga ukutshalwa kwezimali okwengeziwe ukuze abe nethuba lokuthola isabelo semakethe esiphezulu.

• Izinja azibi njalo. Kwesinye isikhathi, bangasiza amabhrendi athole inzuzo yemakethe yokuncintisana.

• I-BCG ayibali abancintisana nabo abancane abanamasheya emakethe akhula ngokushesha.

Imicabango yokugcina

I-BCG matrix iyithuluzi elisebenzayo elisiza amabhrendi alawule okwamanje, futhi enze imephu yokutshalwa kwezimali kwawo kwesikhathi esizayo. Ama-quadrants ayo amane asiza amabhizinisi anqume ukuthi yimaphi amayunithi okufanele abekwe phambili, athuthukiswe, noma asuswe.

Nakuba i-BCG ingeyamabhizinisi anamaphothifoliyo amakhulu, ingasetshenziswa futhi ukukhiqiza amasu adubula amabhrendi asanda kufika phezulu emakethe. Futhi inalokhu engqondweni, lesi sihloko sichaze izinyathelo ezinhlanu ezilula amabhizinisi angazilandela ukuze enze ukuhlaziya kwe-BCG matrix.