Boston Consulting Group Matrix

Paper Summary:

This paper explains the strategic marketing tool, Boston Consulting Group (BCG) matrix, and provides a description of the BCG benefits and limitations. The paper also analyzes the share-growth matrix of an IT company. The author has included diagrams to illustrate some points.

Outline:
Executive Summary
The BCG Matrix
The Growth-Share Matrix at Apple
Company Information
The Growth-Share Matrix at Apple

From the Paper:

"The list of strategies implemented within the business community is endless and a primary specification that must be made in this sense is that there is no perfect recipe for success and that organizations must customize the theoretical suggestions as to best suit the particular demands of the industry where they activate, the market they serve, the corporate features, but also the resource limitations. Then, once this is realized, executives must be able to quantify the beneficial results achieved with the implementation of the new strategies. A quite useful tool in this sense is the BCG matrix.
"However the environmental changes have affected all business sectors, the Information Technology industry is probably the most eloquent representative of the current dynamics. And they consequently set the trend for more and more modifications. But the IT companies are at their basis economic entities; therefore they are guided by economic and marketing principles. Otherwise put, software and hardware product and service organizations are the most relevant example of how even the best organizations must play by the market rules and combine product characteristics with customer needs. To best exemplify this statement, the current paper will analyze the share-growth matrix of an IT company. But before doing this, the BCG matrix will be explained and exemplified, company information will be provided, and then, a short description of the BCG benefits and limitations will be given."

Sample of Sources Used:

• Gaba, C., 2007, iPod Sales, System Shootouts, http://www.systemshootouts.org/ipod_sales.html last accessed on June 25, 2008
• Gardiner, B., January 24, 2008, Learning from Failure: Apple's Most Notorious Flops, Wired, http://www.wired.com/gadgets/mac/multimedia/2008/01/gallery_apple_flops?slide=7&slideView=2 last accessed on June 25, 2008
• 1999-2007, BCG Growth-Share Matrix, Quick MBA, http://www.quickmba.com/strategy/matrix/bcg/ last accessed on June 24, 2008
• 2002-2007, The BCG Growth-Share Matrix, Net MBA, http://www.netmba.com/strategy/matrix/bcg/ last accessed on June 24, 2008
• 2005, Managing a Portfolio of Products, On the Mark, Retrieved from http://www.otmmarketing.com/docs/portfolio_products.pdf on June 24, 2008

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