This multifactorial approach offers more flexibility and scope and is therefore also well suited for medium-sized companies to map and manage their own portfolio of strategic business units. Portfolio analysis - conclusion and summary Overall. The portfolio analysis is a helpful tool that has become established. The simple visualization of the strengths and weaknesses of the company's portfolio and the strategy recommendations can be used as a basis for more in-depth investigations and long-term strategic planning. Below is a recording of a webinar on Portflio Analysis by Prof. Dr. Michael Bernecker. The webinar is divided into the following points: Definition of the portfolio analysis Structure of the BCG matrix Standard strategies of the.
Matrix Critical appraisal of the portfolio analysis Structure of the Philippines WhatsApp Number List McKinsey matrix Conclusion of the portfolio analysis Portfolio analysis webinar Download the e -Learning Kit Download! CLICK HERE Portfolio Analysis - Critical Review The advantages of portfolio analysis are that it is a simple tool that has established itself as a strategy tool. a complex topic easy to understand and shows the strengths and weaknesses of the company's portfolio. In addition. Data acquisition is uncomplicated. The disadvantages of the BCG matrix are that it reduces a complex issue to just two factors. Leaving some factors unnoticed. In addition. The relationship between relative market share and company success has not been universally confirmed.
Marketing book One problem with the BCG matrix is the definition of the market. If the market is too narrow. Your own business units are often the market leader. However. If the market is too broad. Your own business units are underestimated. Furthermore. The dividing lines of the matrix are set arbitrarily. This gives rise to the problem that business units can move to a different quadrant of the matrix if the definition of the dividing lines changes. And a different standard strategy is recommended as a result. The strategy recommendations for the business units are therefore directly dependent on the definition of the dividing lines. An advantage of the McKinsey matrix is that more than just two factors can be represented. At the same time. This is also a disadvantage.