BCG_MATRIX.pptx - BCG MATRIX Case Study Malaysia Mobile Telecommunications Presented for Assoc Prof Dr Zarina Salleh Prepared by Siti Nur Azzyati

BCG_MATRIX.pptx - BCG MATRIX Case Study Malaysia Mobile...

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BCG MATRIX Case Study: Malaysia Mobile Telecommunications Presented for: Assoc. Prof. Dr. Zarina Salleh Prepared by: Siti Nur Azzyati Saharuddin
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INTRODUCTION ______________________ Develop by Bruce Henderson of Boston Consulting Group , 1960s. Technique that classified business as low or high performance based on their market growth rate and relative market share. Advantages of BCG Matrix: 1. Easy to plot 2. Catchy name for quadrants (Star, Question Marks, Cash Cows, Dog) BCG MATRIX
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Axis in graph present: 1. Market/industry growth – Y axis 2. Relative market share (RMS) – X axis Annual growth for market SBU operates Market share compare to other competitors
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MARKET GROWTH RATE _____________ Normally used as a measure of market’s attractiveness. Formula: MGR = Current Sales – Last Year Sales Last Year Sales
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RELATIVE MARKET SHARE _________ Formula: RMS = Business Unit Sales this year Leading rival Sales this year
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BCG MATRIX MARKET LEADERS IN HIGH GROWTH MARKETS NOT MARKET LEADERS IN HIGH GROWTH MARKETS MARKET LEADERS IN LOW GROWTH MARKETS NOT MARKET LEADERS IN LOW GROWTH MARKETS
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