BCG MATRIX

Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix)

developed by BCG, USA. It is the most renowned corporate portfolio analysis tool. It
provides a graphic representation for an organization to examine different businesses in
it’s portfolio on the basis of their related market share and industry growth rates. It is a
two dimensional analysis on management of SBU’s (Strategic Business Units). In other
words, it is a comparative analysis of business potential and the evaluation of
environment.
According to this matrix, business could be classified as high or low according to their
industry growth rate and relative market share.
Relative Market Share = SBU Sales this year leading competitors sales this year.

Market Growth Rate = Industry sales this year - Industry Sales last year.

The analysis requires that both measures be calculated for each SBU. The
dimension of business strength, relative market share, will measure
comparative advantage indicated by market dominance. The key theory
underlying this is existence of an experience curve and that market share is
achieved due to overall cost leadership.
BCG matrix has four cells, with the horizontal axis representing relative
market share and the vertical axis denoting market growth rate. The mid-
point of relative market share is set at 1.0. if all the SBU’s are in same
industry, the average growth rate of the industry is used. While, if all the
SBU’s are located in different industries, then the mid-point is set at the
growth rate for the economy.
Resources are allocated to the business units according to their situation
on the grid. The four cells of this matrix have been called as stars, cash
cows, question marks and dogs. Each of these cells represents a particular
type of business.
                 10 x                                  1 x                                  0.1 x

Figure: BCG Matrix

1. Stars- Stars represent business units having large market share in a

fast growing industry. They may generate cash but because of fast
growing market, stars require huge investments to maintain their
lead. Net cash flow is usually modest. SBU’s located in this cell are
attractive as they are located in a robust industry and these business
 units are highly competitive in the industry. If successful, a star will
become a cash cow when the industry matures.
2. Cash Cows- Cash Cows represents business units having a large
market share in a mature, slow growing industry. Cash cows require
little investment and generate cash that can be utilized for investment
in other business units. These SBU’s are the corporation’s key source
of cash, and are specifically the core business. They are the base of
an organization. These businesses usually follow stability strategies.
When cash cows loose their appeal and move towards deterioration,
then a retrenchment policy may be pursued.
3. Question Marks- Question marks represent business units having
low relative market share and located in a high growth industry. They
require huge amount of cash to maintain or gain market share. They
require attention to determine if the venture can be viable. Question
marks are generally new goods and services which have a good
commercial prospective. There is no specific strategy which can be
adopted. If the firm thinks it has dominant market share, then it can
adopt expansion strategy, else retrenchment strategy can be
adopted. Most businesses start as question marks as the company
tries to enter a high growth market in which there is already a market-
share. If ignored, then question marks may become dogs, while if
huge investment is made, then they have potential of becoming stars.
4. Dogs- Dogs represent businesses having weak market shares in low-
growth markets. They neither generate cash nor require huge amount
of cash. Due to low market share, these business units face cost
disadvantages. Generally retrenchment strategies are adopted
because these firms can gain market share only at the expense of
competitor’s/rival firms. These business firms have weak market
share because of high costs, poor quality, ineffective marketing, etc.
Unless a dog has some other strategic aim, it should be liquidated if
there is fewer prospects for it to gain market share. Number of dogs
should be avoided and minimized in an organization.

Limitations of BCG Matrix

The BCG Matrix produces a framework for allocating resources among
different business units and makes it possible to compare many business
units at a glance. But BCG Matrix is not free from limitations, such as-
 1. BCG matrix classifies businesses as low and high, but generally
businesses can be medium also. Thus, the true nature of business
may not be reflected.
2. Market is not clearly defined in this model.
3. High market share does not always leads to high profits. There are
high costs also involved with high market share.
4. Growth rate and relative market share are not the only indicators of
profitability. This model ignores and overlooks other indicators of
profitability.
5. At times, dogs may help other businesses in gaining competitive
advantage. They can earn even more than cash cows sometimes.
6. This four-celled approach is considered as to be too simplistic.

Porter’s Five Forces Model of Competition              

Michael Porter (Harvard Business School Management Researcher) designed various

vital frameworks for developing an organization’s strategy. One of the most renowned
among managers making strategic decisions is the five competitive forces model that
determines industry structure. According to Porter, the nature of competition in any
industry is personified in the following five forces:

i. Threat of new potential entrants

ii. Threat of substitute product/services
iii. Bargaining power of suppliers
iv. Bargaining power of buyers
v. Rivalry among current competitors
  :
Porter’s Five Forces model

The five forces mentioned above are very significant from point of view of
strategy formulation. The potential of these forces differs from industry to
industry. These forces jointly determine the profitability of industry because
they shape the prices which can be charged, the costs which can be borne,
and the investment required to compete in the industry. Before making
strategic decisions, the managers should use the five forces framework to
determine the competitive structure of industry.
Let’s discuss the five factors of Porter’s model in detail:

1. Risk of entry by potential competitors: Potential competitors refer

to the firms which are not currently competing in the industry but have
the potential to do so if given a choice. Entry of new players
increases the industry capacity, begins a competition for market
share and lowers the current costs. The threat of entry by potential
competitors is partially a function of extent of barriers to entry. The
various barriers to entry are-
 Economies of scale
 Brand loyalty
 Government Regulation
 Customer Switching Costs
 Absolute Cost Advantage
 Ease in distribution
  Strong Capital base
2. Rivalry among current competitors: Rivalry refers to the
competitive struggle for market share between firms in an industry.
Extreme rivalry among established firms poses a strong threat to
profitability. The strength of rivalry among established firms within an
industry is a function of following factors:
 Extent of exit barriers
 Amount of fixed cost
 Competitive structure of industry
 Presence of global customers
 Absence of switching costs
 Growth Rate of industry
 Demand conditions
3. Bargaining Power of Buyers: Buyers refer to the customers who
finally consume the product or the firms who distribute the industry’s
product to the final consumers. Bargaining power of buyers refer to
the potential of buyers to bargain down the prices charged by the
firms in the industry or to increase the firms cost in the industry by
demanding better quality and service of product. Strong buyers can
extract profits out of an industry by lowering the prices and increasing
the costs. They purchase in large quantities. They have full
information about the product and the market. They emphasize upon
quality products. They pose credible threat of backward integration. In
this way, they are regarded as a threat.
4. Bargaining Power of Suppliers: Suppliers refer to the firms that
provide inputs to the industry. Bargaining power of the suppliers refer
to the potential of the suppliers to increase the prices of
inputs( labour, raw materials, services, etc) or the costs of industry in
other ways. Strong suppliers can extract profits out of an industry by
increasing costs of firms in the industry. Suppliers products have a
few substitutes. Strong suppliers’ products are unique. They have
high switching cost. Their product is an important input to buyer’s
product. They pose credible threat of forward integration. Buyers are
not significant to strong suppliers. In this way, they are regarded as a
threat.
5. Threat of Substitute products: Substitute products refer to the
products having ability of satisfying customers needs effectively.
 Substitutes pose a ceiling (upper limit) on the potential returns of an
industry by putting a setting a limit on the price that firms can charge
for their product in an industry. Lesser the number of close
substitutes a product has, greater is the opportunity for the firms in
industry to raise their product prices and earn greater profits (other
things being equal).

The power of Porter’s five forces varies from industry to industry. Whatever
be the industry, these five forces influence the profitability as they affect the
prices, the costs, and the capital investment essential for survival and
competition in industry. This five forces model also help in making strategic
decisions as it is used by the managers to determine industry’s competitive
structure.
Porter ignored, however, a sixth significant factor- complementaries. This
term refers to the reliance that develops between the companies whose
products work is in combination with each other. Strong complementors
might have a strong positive effect on the industry. Also, the five forces
model overlooks the role of innovation as well as the significance of
individual firm differences. It presents a stagnant view of competition.
Porter's Generic Strategies
Choosing Your Route to Competitive Advantage

Which do you prefer when you fly: a cheap, no-frills airline, or a more
expensive operator with fantastic service levels and maximum comfort?
And would you ever consider going with a small company which focuses on
just a few routes?
The choice is up to you, of course. But the point we're making here is that
when you come to book a flight, there are some very different options
available.
Why is this so? The answer is that each of these airlines has chosen a
different way of achieving competitive advantage in a crowded
marketplace.
The no-frills operators have opted to cut costs to a minimum and pass their
savings on to customers in lower prices. This helps them grab market
share and ensure their planes are as full as possible, further driving down
cost. The luxury airlines, on the other hand, focus their efforts on making
their service as wonderful as possible, and the higher prices they can
command as a result make up for their higher costs.
Meanwhile, smaller airlines try to make the most of their detailed
knowledge of just a few routes to provide better or cheaper services than
their larger, international rivals.
These three approaches are examples of "generic strategies"," because
they can be applied to products or services in all industries, and to
organizations of all sizes. They were first set out by Michael Porter in 1985
in his book "Competitive Advantage: Creating and Sustaining Superior
Performance." Porter called the generic strategies "Cost Leadership" (no
frills), "Differentiation" (creating uniquely desirable products and services)
and "Focus" (offering a specialized service in a niche market). He then
subdivided the Focus strategy into two parts: "Cost Focus" and
"Differentiation Focus". These are shown in Figure 1 below.
Figure 1 – Porter's Generic Strategies

Note:
The terms "Cost Focus" and "Differentiation Focus" can be a little confusing, as
they could be interpreted as meaning "A focus on cost" or "A focus on
 differentiation." Remember that Cost Focus means emphasizing cost-
minimization within a focused market, and Differentiation Focus means pursuing
strategic differentiation within a focused market.

The Cost Leadership Strategy

Porter's generic strategies are ways of gaining competitive advantage – in
other words, developing the "edge" that gets you the sale and takes it away
from your competitors. There are two main ways of achieving this within a
Cost Leadership strategy:
 Increasing profits by reducing costs, while charging industry-average prices.
 Increasing market share through charging lower prices, while still making a
reasonable profit on each sale because you've reduced costs.

Tip:
Remember that Cost Leadership is about minimizing the cost to the organization of
delivering products and services. The cost or price paid by the customer is a
separate issue!

The Cost Leadership strategy is exactly that – it involves being the leader
in terms of cost in your industry or market. Simply being amongst the
lowest-cost producers is not good enough, as you leave yourself wide open
to attack by other low cost producers who may undercut your prices and
therefore block your attempts to increase market share.
You therefore need to be confident that you can achieve and maintain the
number one position before choosing the Cost Leadership route.
Companies that are successful in achieving Cost Leadership usually have:
 Access to the capital needed to invest in technology that will bring costs
down.
 Very efficient logistics.
 A low cost base (labor, materials, facilities), and a way of sustainably cutting
costs below those of other competitors.
The greatest risk in pursuing a Cost Leadership strategy is that these
sources of cost reduction are not unique to you, and that other competitors
copy your cost reduction strategies. This is why it's important to
continuously find ways of reducing every cost. One successful way of doing
 this is by adopting the Japanese Kaizen   philosophy of "continuous
improvement."
The Differentiation Strategy
Differentiation involves making your products or services different from and
more attractive those of your competitors. How you do this depends on the
exact nature of your industry and of the products and services themselves,
but will typically involve features, functionality, durability, support and also
brand image that your customers value.
To make a success of a Differentiation strategy, organizations need:
 Good research, development and innovation.
 The ability to deliver high-quality products or services.
 Effective sales and marketing, so that the market understands the benefits
offered by the differentiated offerings.
Large organizations pursuing a differentiation strategy need to stay agile
with their new product development processes. Otherwise, they risk attack
on several fronts by competitors pursuing Focus Differentiation strategies in
different market segments.
The Focus Strategy
Companies that use Focus strategies concentrate on particular niche
markets and, by understanding the dynamics of that market and the unique
needs of customers within it, develop uniquely low cost or well-specified
products for the market. Because they serve customers in their market
uniquely well, they tend to build strong brand loyalty amongst their
customers. This makes their particular market segment less attractive to
competitors.
As with broad market strategies, it is still essential to decide whether you
will pursue Cost Leadership or Differentiation once you have selected a
Focus strategy as your main approach: Focus is not normally enough on its
own.
But whether you use Cost Focus or Differentiation Focus, the key to
making a success of a generic Focus strategy is to ensure that you are
adding something extra as a result of serving only that market niche. It's
simply not enough to focus on only one market segment because your
organization is too small to serve a broader market (if you do, you risk
competing against better-resourced broad market companies' offerings.)
The "something extra" that you add can contribute to reducing costs
(perhaps through your knowledge of specialist suppliers) or to increasing
differentiation (though your deep understanding of customers' needs).

Tip:
Generic strategies apply to not-for-profit organizations too. A not-for-profit can
use a Cost Leadership strategy to minimize the cost of getting donations and
achieving more for their income, while one with pursing a Differentiation strategy
will be committed to the very best outcomes, even if the volume of work they do as
a result is lower. Local charities are great examples of organizations using Focus
strategies to get donations and contribute to their communities.

Choosing the Right Generic Strategy

Your choice of which generic strategy to pursue underpins every other
strategic decision you make, so it's worth spending time to get it right.
But you do need to make a decision: Porter specifically warns against trying
to "hedge your bets" by following more than one strategy. One of the most
important reasons why this is wise advice is that the things you need to do
to make each type of strategy work appeal to different types of people.
Cost Leadership requires a very detailed internal focus on processes.
Differentiation, on the other hand, demands an outward-facing, highly
creative approach.
So, when you come to choose which of the three generic strategies is for
you, it's vital that you take your organization's competencies and strengths
into account.
Use the following steps to help you choose.
Step 1: For each generic strategy, carry out a SWOT Analysis   of your
strengths and weaknesses, and the opportunities and threats you would
face, if you adopted that strategy.
Having done this, it may be clear that your organization is unlikely to be
able to make a success of some of the generic strategies.
Step 2: Use Five Forces Analysis   to understand the nature of the industry
you are in.
Step 3: Compare the SWOT Analyses of the viable strategic options with
the results of your Five Forces analysis. For each strategic option, ask
yourself how you could use that strategy to:
 Reduce or manage supplier power.
 Reduce or manage buyer/customer power.
 Come out on top of the competitive rivalry.
 Reduce or eliminate the threat of substitution.
 Reduce or eliminate the threat of new entry.
Select the generic strategy that gives you the strongest set of options.

Tip:
Porter's Generic Strategies offer a great starting point for strategic decision
making.
Once you've made your basic choice, though, there are still many strategic options
available. Bowman's Strategy Clock   helps you think at the next level of details,
in that it splits Porter's options into eight sub-strategies. You can also use USP
Analysis   and Core Competence Analysis   to identify the areas you should focus
on to stand out in your marketplace.

Key Points
According to Porter's Generic Strategies model, there are three basic strategic
options available to organizations for gaining competitive advantage. These are:
Cost Leadership, Differentiation and Focus.
Organizations that achieve Cost Leadership can benefit either by gaining market
share through lowering prices (whilst maintaining profitability) or by maintaining
average prices and therefore increasing profits. All of this is achieved by reducing
costs to a level below those of the organization's competitors.
Companies that pursue a Differentiation strategy win market share by offering
unique features that are valued by their customers. Focus strategies involve
achieving Cost Leadership or Differentiation within niche markets in ways that are
not available to more broadly-focused players.

Apply This to Your Life

 Ask yourself what your organization's generic strategy is. How does this
affect the choices your make in your job?
 If you're in an organization committed to achieving Cost Leadership, can
you reduce costs by hiring less expensive staff and training them up, or by
 reducing staff turnover? Can you reduce training costs by devising in-house
schemes for sharing skills and knowledge amongst team members? Can you reduce
expenses by using technology such as video conferencing over the Internet?
 If your organization is pursuing a Differentiation strategy, can you improve
customer service? Customer Experience Mapping   may help here. Can you help
to foster a culture of continuous improvement and innovation in your team?
 And if you're working for a company that has a chosen a Focus strategy,
what knowledge or expertise can you use or develop to add value for your
customers that isn't available to broad market competitors?
This site teaches you the skills you need for a happy and successful
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Hierarchical Levels of Strategy

Strategy can be formulated on three different levels:

 corporate level
 business unit level
 functional or departmental level.

While strategy may be about competing and surviving as a firm, one can
argue that products, not corporations compete, and products are developed
by business units. The role of the corporation then is to manage its
business units and products so that each is competitive and so that each
contributes to corporate purposes.

Consider Textron, Inc., a successful conglomerate corporation that pursues

profits through a range of businesses in unrelated industries. Textron has
four core business segments:

 Aircraft - 32% of revenues

 Automotive - 25% of revenues
 Industrial - 39% of revenues
  Finance - 4% of revenues.

While the corporation must manage its portfolio of businesses to grow and
survive, the success of a diversified firm depends upon its ability to manage
each of its product lines. While there is no single competitor to Textron, we
can talk about the competitors and strategy of each of its business units. In
the finance business segment, for example, the chief rivals are major banks
providing commercial financing. Many managers consider the business
level to be the proper focus for strategic planning.

Corporate Level Strategy

Corporate level strategy fundamentally is concerned with the selection of

businesses in which the company should compete and with the
development and coordination of that portfolio of businesses.

Corporate level strategy is concerned with:

 Reach - defining the issues that are corporate responsibilities; these

might include identifying the overall goals of the corporation, the
types of businesses in which the corporation should be involved, and
the way in which businesses will be integrated and managed.

 Competitive Contact - defining where in the corporation competition is

to be localized. Take the case of insurance: In the mid-1990's, Aetna
as a corporation was clearly identified with its commercial and
property casualty insurance products. The conglomerate Textron was
not. For Textron, competition in the insurance markets took place
specifically at the business unit level, through its subsidiary, Paul
Revere. (Textron divested itself of The Paul Revere Corporation in
1997.)

 Managing Activities and Business Interrelationships  -  Corporate

strategy seeks to develop synergies by sharing and coordinating staff
and other resources across business units, investing financial
resources across business units, and using business units to
complement other corporate business activities. Igor Ansoff
introduced the concept of synergy to corporate strategy.
  Management Practices - Corporations decide how business units are
to be governed: through direct corporate intervention (centralization)
or through more or less autonomous government (decentralization)
that relies on persuasion and rewards.

Corporations are responsible for creating value through their businesses.

They do so by managing their portfolio of businesses, ensuring that the
businesses are successful over the long-term, developing business units,
and sometimes ensuring that each business is compatible with others in
the portfolio.

Business Unit Level Strategy

A strategic business unit may be a division, product line, or other profit

center that can be planned independently from the other business units of
the firm.

At the business unit level, the strategic issues are less about the
coordination of operating units and more about developing and sustaining a
competitive advantage for the goods and services that are produced. At the
business level, the strategy formulation phase deals with:

 positioning the business against rivals

 anticipating changes in demand and technologies and adjusting the

strategy to accommodate them

 influencing the nature of competition through strategic actions such

as vertical integration and through political actions such as lobbying.

Michael Porter identified three generic strategies (cost leadership,

differentiation, and focus) that can be implemented at the business unit
level to create a competitive advantage and defend against the adverse
effects of the five forces.

Functional Level Strategy

The functional level of the organization is the level of the operating
divisions and departments. The strategic issues at the functional level are
related to business processes and the value chain. Functional level
strategies in marketing, finance, operations, human resources, and R&D
involve the development and coordination of resources through which
business unit level strategies can be executed efficiently and effectively.

Functional units of an organization are involved in higher level strategies by

providing input into the business unit level and corporate level strategy,
such as providing information on resources and capabilities on which the
higher level strategies can be based. Once the higher-level strategy is
developed, the functional units translate it into discrete action-plans that
each department or division must accomplish for the strategy to succeed.