Page 53 - SBL Integrated Workbook STUDENT 2018
P. 53

Methods of strategic development




               3.3   The BCG matrix



                   H
                                     Star                       Problem Child


                     Rate market growth                BCG













                              Cash Cow                                     Dog


                   L


                         H                      Relative market share                        L


               In order to assess market growth a combination of financial data and environmental
               trends for the industry may be given.

               In order to assess market share sales for the SBU may be benchmarked against total
               industry sales.




                  Illustrations and further practice


                  Now try TYU question 4.






















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