BCG Matrix: tauira o te hanganga me te tātari "Eksele" me "te Kupu"

Enterprises e hua taonga ranei whakarato ratonga i roto i te whānuitanga nui, takoha ki te kawe i roto i te tātaritanga whakatairite o wae pakihi te kamupene o ki te whakatau i runga i te tohanga o ngā rauemi haumi. Mōrahi haumi pūtea whiwhi ngā wāhi matua o te kamupene, i hopoi mai te pai mōrahi. Tool mō te whakahaere kōpaki hua tavini te kopu BCG, he tauira o te mea hanga, me te tātari āwhina marketers hanga whakatau e pā ana ki te whanaketanga toremi ranei o nga wae pakihi kamupene.

Ko te ariā me te ngako o te BCG Matrix

Ko te hanganga o ngā mahere wā roa-o te kamupene, te tohatoha tika o ngā rauemi pūtea i waenganui i nga wāhanga o kōpaki rautaki te kamupene o e wahi i roto i te whakamahi o te taputapu hanga e te Consulting Group Boston. No reira te ingoa o te mea - te tupu-hea kopu. He tauira o te hanga i te pūnaha e hāngai ana i runga i te fakafalala o te whanaunga share mākete o tona tere o te tupu.

Whakataetae o nga taonga whakahuatia tohu o te wahi whanaunga o te mākete me te whakaaro tohu whakaroa e tuaka H. High, he nui ake i te kotahi te uara o nei.

Painga, āhuatanga paari o te mākete e te uara o te tere o tona tupu. E takoto Raraunga mō tenei tawhā i runga i te kopu o te Y. tuaka

I muri te tātai i te rahi whanaunga me tere o te tupu o te mākete mo ia pai, e hanga te kamupene, kua whakawhiti raraunga ki te pūnaha i huaina kopu BCG (ka te tauira o te pūnaha e kōrero i raro nei).

hauwhā o te kopu

A, no te i tohaina taonga i te tauira BKG, taka ia SKUs ki tetahi o hauwhā wha o te kopu. he tona ake ingoa, me tūtohutanga mō rongoā ia hautahi. Kei raro ko te tepu, arā, o te taua kāwai rite kopu BCG, he tauira o te hanganga me te tātaritanga kore e nei i mahia i waho mohio o nga āhuatanga o ia rohe.

tātari ahanoa

hanga TAUIRA me tātari kopu BCG taea kahore faaotiraa o taonga e taea te whakaaro i roto i te ngä o te pūnaha.

1. raina o mahi e kore e nei e pā ana ki ia atu. kia ēnei ngā: te Häkari me te hanga o hopane hiko.
2. Whārangi o te rōpū kamupene, hokona i roto i te mākete taua. Hei tauira, whaitua mo hoko, whaitua mo reti, whare hoki hoko me te rite. whakaaro e te te mākete hoko whare.
3. Taonga whakarōpūtia i roto i te rōpū kotahi. Hei tauira, hua hanga posudohozyaystvennyh o te karaihe, whakarewa uku ranei.

BCG Matrix: tauira o te hoahoa me te tātari i roto i Excel

Hei whakatau i te huringa ora hua me te whakamahere rautaki o ngā mahi hokohoko o te hinonga ka whakaaro he tauira o te raraunga penei mo te māramatanga o te kaupapa tuhinga.

Ko te mahi tuatahi ko te kohinga me te haaputuraa o raraunga i roto i te tepu mo te hua tātarihia. Ko te kuware tenei mahi, e hiahia ana koe ki te waihanga i tētahi tepu i roto i "Eksele" ka tomo te raraunga ki roto i te reira e te kamupene.

Ko te taahiraa tuarua - te tātaitanga o tohu mākete: te tere o te tupu, me te wahi whanaunga. Ki te mahi i tenei, Me ki whakaturia ake tetahi tepu, ki te tuhituhi i te tātai mō te tātai aunoa nga pūtau:

• = C3 / B3: I roto i te pūtau E3, e ko te uara o te tere o te tupu mākete, rite tenei titiro te tātai. Ki te tahuri reira he rota o nga wahi ira, na ko reira tika ki te whakaiti i te hohonu moka ki rua.
• he rite hoki ia hua te tukanga.
• = C3 / D3: I roto i te F9 pūtau kawenga mo te wahi whanaunga o te mākete, rite tenei titiro te tātai.

Kei te pera tonu te hua tepu.

E ai ki te tepu, i hinga te hoko tuatahi o taonga e 37% i roto i te 2015 me te 3 i roto i te hua nui haere e 49%. Ko raro atu i te whakataetae i te 47% whakataetae, me te wahi mākete whanaunga o te kāwai tuatahi o taonga, engari te toru me te wha o nga hua i runga 33%, me te 26% te whakaatu i.

whakaatu kauwhata

I runga i te tepu raraunga, he kopu o BCG, he hanga tauira i roto i nei Eksele i runga i te kōwhiri i te hoahoa o te momo "mirumiru".

I muri tīpako koe te momo o te tūtohi puta mara kau, pāwhiri tika-i e hiahia ana koe ki te whakatuwhera i te matapihi mo te tīpako i te raraunga ki te huri i te kopu o te heke mai.

Tāpiri he maha, whakakiia ana e ia ki te raraunga. Ia raupapa - ko te hua o te hinonga. raraunga hoki te hua tuatahi ka waiho i te whai ake:

1. Ingoa rarangi - A3 pūtau.
2. tuaka X - te F3 pūtau.
3. Y tuaka - E3 pūtau.
4. rahinga miru - te C3 pūtau.

hanga tenei (mo te katoa painga wha) tupu-hea kopu, he tauira o te hanga o te tahi atu hua rite ki te tuatahi.

Huri toki hōputu

A, no te kauwhata whakaatu te tūtohi hua katoa, ka whatiia reira ake ki hauwhā. Tenei whakawhāititanga tu te-tuaka X, ka hiahia anake huri i te tautuhinga aunoa o te toki te US. Mā te pāwhiri i te kiore i runga i te tauine poutū, tīpako i te "Hōputu" ripa i runga i te maui, me i te röpü i huaina te matapihi "Tīpakonga Hōputu".

Te huri i te tuaka poutū:

• tangohia te uara mōkito te ki "0".
• uara mōrahi - whakanuia SDT toharite e 2: (0.53 + 0.56 + 1.33 + 1.26) / 4 = 0.92; 0.92 * 2 = 1.84.
• wehenga Basic me takawaenga - ko te toharite o SDT.
• Ko te pūtahitanga ki te tuaka X - SDT toharite.

Te huri i tuaka whakapae:

• tangohia te uara mōkito te ki "0".
• tangohia te uara mōrahi te "2".
• Ko te toe kōwhiringa - he "1".

Ko te hoahoa hua - ko te kopu tupu-tiri tenei. He tauira o te hoahoa me te tātaritanga o te tauira taua ka urupare ki te whanaketanga matua o te Whārangi o nga wae kamupene.

waitohu

Hei whakaoti i te hanga o te pūnaha BCG ko ki te waihanga i te toki waitohu me ngā hauwhā. Me tīpako e koe te tūtohi, me te tono ki te wāhanga "Tahora" o te hōtaka. Mā te whakamahi i te icon "Te whakairotanga", kawea pehu e ki te hautahi tuatahi, ka tātaki i tona ingoa. tukurua tēnei tukanga i roto i te wāhanga e whai ake nei e toru o te kopu.

Hei waihanga i tētahi taitara tūtohi, kei nei i roto i te pokapū o te tauira BCG kua whiriwhiria te icon ingoa taua i muri i te "Tapanga."

I muri i runga i i mahue ki te matau i raro i "Tahora» Excel paeutauta 2010 rite i roto i te inscriptions mua hanga tapanga tuaka. Ka rite ki te hua, BCG kopu, he tauira o te hanga i roto i Excel kua e kua whakaaro ko e whai ake:

Analysis SKUs

Construction o te hoahoa e hāngai ana i runga i te wahi mākete o tona tere o te tupu - ko reira te hawhe te otinga o te raruraru o te hokohoko rautaki. momeniti mahu'inga ko te tikanga tika o te tikanga o taonga i roto i te mākete me te kōwhiringa o atu mahi (rautaki) mo ratou whanaketanga toremi ranei. BCG tātaritanga kopu tauira:

Taonga №1, kei roto i te rohe o reiti iti o te tupu mākete me te wahi whanaunga. Tenei tūemi hokohoko, kua haere kē tona huringa ora me hua kamupene hopoi te reira. I roto i te āhuatanga tūturu, e te mea e tika ana ki te kawe i te tātaritanga āmiki o taua taonga, me te ki te whakatau i nga tikanga o to ratou tuku i roto i te ngaro o ratou whakatinanatanga o te pai. Takahi, he pai tenei rōpū hua ki te tutakina me ngā rauemi wetekina whakahaua ki te whanaketanga o painga whaihua.

Taonga №2 Ko te mākete tipu engari titau haumi ki te whakapiki ake i whakataetae. Ko te hua whaihua.

Hua №3 Ko i te tihi o ratou huringa ora. Tenei momo o SKUs he SDT tiketike, me te tupu mākete. Hiahia nui haere haumi ki te wae pakihi atu o te kamupene e hua tenei hua, kawea ana e ia he moni on.

Taonga №4 - pai generator. E akiakitia ana moni riro e te kamupene i te hoko o tenei kāwai o ngā waeine Whārangi ki te whakarato mo te whanaketanga №2 taonga 3.

rautaki

He tauira o te hoahoa me te tātaritanga o te kopu BCG whakatairanga te tuku o aua rautaki e wha.

1. Ko te hua i roto i te wahi mākete. Tenei mahere whanaketanga ko taonga manakohia e te hunga i roto i te rohe o "Cat Wild" mo te whakaaro o ratou tere ki hautahi "Stars."
2. Preservation o share mākete. Hei whiwhi i te moni pūmau i te "kau moni" tūtohu te ki te whakamahi i tenei rautaki.
3. Te rironga o te wahi mākete. tono tatou i te mahere mō te ngoikore "kau moni", "kuri" me unpromising "Cat Wild".
4. Toremi - he rautaki mō te "Dogs" me unpromising "ngeru mohoao".

BCG Matrix: tauira o te hanga i roto i te Kupu

Ko te tikanga o te hanga tauira i roto i "te Kupu" ko atu wa-e kai ana me te kore rawa mārama. he tauira ka kia whakaaro rite ki taua i whakamahia ki te hanga i te kopu "Eksele".

He he he tīwae "Auau o tupu mākete", nei ngā uara e tātai e whai ake nei: (1 auau tipu raraunga) * 100%.

Hanga he tepu o wha nga rarangi, me tīwae. Kei te ngā i te tīwae tuatahi ki te pūtau kotahi, me te te hainatia rite "te arataki o te tupu mākete." I roto i te toe tīwae me ngā koutou i runga i-aho takirua i roto i te tikanga ki te riro e rua pūtau nui i te tihi o te tepu, me te rua ngā rārangi raro mahue. Ka rite ki whakaaturia.

I roto i te rārangi raro e fakafekau'aki "share mākete pātahi", runga atu i taua - uara iti iho i te nui ake i 1. ni'ai ki te tepu raraunga (te rua tīwae whakamutunga o reira) ranei, ka tīmata te whakamāramatanga o te hauwhā o te taonga. Hei tauira, te hua tuatahi, SDT = 0,53, i te mea iti iho i te kotahi, te tikanga tona tūranga ka waiho rānei te hautahi tuatahi ranei te wha. Ko te tere o te tupu o te mākete - he uara tōraro o -37%. Mai wehea te auau o hua i roto i te uara o te kopu i roto i te 10%, te mea tūemi ahurei taua 1 tomo tuawha te hautahi. Ko te taua puta ki te toe tohatoha SKUs. kia hāngai te hua ki te hoahoa "Excel".

BCG Matrix: tauira o te hoahoa me te tātaritanga whakatau te tūnga rautaki o te rārangi hua kamupene me ngā waeine whai wāhi i roto i te whakatau e pā ana ki te tohatoha o ngā rauemi o te hinonga.