The term SBU should not be confused with the term strategic business area. In summary: The delimitation of SBU's is an indispensable prerequisite for the portfolio analysis. Which enables targeted initial considerations in the sense of analyzes and forecasts .Determination of strengths.Weaknesses. Opportunities.Risks. Ensures the derivation of differentiated strategies that relate to strategically relevant units and only then can they become effective. Uninfluenced by the strategies of other. Business Development Manager .DIM. In the second and third step of the portfolio analysis. Market attractiveness is evaluated on the vertical axis and the relative market share of the business units is determined on the horizontal axis. This makes it possible to classify the business units as bubbles in the matrix.
For this purpose. is determined with the turnover. The size Philippines WhatsApp Number List of the bubble drawn for a business unit depends on the strength of its sales. Thus. High-revenue business units are shown larger to show their importance. The business units are finally analyzed using the four-field matrix and a standard strategy is derived for each business unit. The -field matrix from BCG Boston Portfolio Analysis The BCG matrix was developed by the Boston Consulting Group and divides the company's portfolio into four fields. Each with its own strategy recommendation. The vertical axis of the matrix depicts market growth.
Which characterizes the attractiveness of the industry. The dividing line is set at a desired company growth. The portfolio is therefore always an illustration of a company's target growth. The relative market share is shown on the horizontal axis. The recommendation of the Boston Consulting Group is to set the value for the dividing line at. . Since an advantage only arises when one's own market share is % higher than that of the strongest competitor. It should be noted that market growth cannot be influenced and companies can only achieve a horizontal shift in business units. Business Development Manager .DIM. The relative market share is an indicator of the company's success.