BCG masanjidwewo: chitsanzo cha zomangamanga ndi kusanthula "Eksele" ndi "Mawu"

Makampani yotulutsa katundu kapena kupereka misonkhano osiyanasiyana lalikulu, amakakamizidwa kuti achite kusanthula poyerekeza mayunitsi malonda kampani kusankha pa Kugawilidwa kwanthaka chuma ndalama. Zolemba malire bizinesi afika malo patsogolo pa kampaniyo, zomwe zimabweretsa phindu pazipita. Chida kuchepetsa mankhwala mbiri amatumikira BCG masanjidwewo, chitsanzo cha zomwe ndi kumanga ndi kusanthula amathandiza ogulitsa malonda kupanga zosankha za chitukuko kapena liquidation wa mayunitsi malonda kampani.

Lingaliro ndi chofunikira wa BCG masanjidwewo

Mapangidwe mapulani yaitali kampaniyo, kufalitsidwa olondola a chuma pakati pa zigawo wa kampani mbiri njira chikuchitika pogwiritsa ntchito chida analengedwa ndi Boston kufunsira Group. Choncho dzina la chida cha - kukula-gawo masanjidwewo. Chitsanzo yomanga dongosolo zochokera kudalira ya wachibale pamsika wa mtengo kukula.

Kupikisana katundu anasonyeza chizindikiro cha gawo wachibale wa msika ndi kuchedwa chizindikiro kuonedwa ndi H. High olamulira, phindu lomwe ndi wamkulu kuposa wina.

Chikoka, kukhwima a msika wofanana ndi mtengo wa mlingo wa kukula. Data pa chizindikiro ichi ndi anakaika pa masanjidwewo wa olamulira Y.

Pambuyo kuwerengetsa chiwerengero wachibale mlingo wa kukula kwa msika wina wabwino, zomwe zimachititsa kampaniyo, deta ndi kunditumiza ku dongosolo wotchedwa BCG masanjidwewo (chitsanzo cha dongosolo ayankhidwa m'munsimu).

quadrants a masanjidwewo ndi

Pamene uphungu anagawanika ndi BKG chitsanzo, aliyense SKUs igwera mu umodzi wa quadrants anayi a masanjidwewo lapansi. Aliyense nusu dzina zake ndi malangizo njira. Pansipa pali tebulo, wopangidwa mwa magawo mofanana BCG masanjidwewo, chitsanzo cha zomangamanga ndi kusanthula amene sanachite popanda kudziwa makhalidwe a lililonse nthambi.

kusanthula zinthu

CHITSANZO yomanga ndi kusanthula BCG masanjidwewo N'zosatheka kuona katundu chimene tinganene kuti mu ziyerekezo kwa dongosolo.

1. mizere ya malonda omwe zosagwirizana ndi mzake. Atha kukhala: tsitsi ndi kupanga maketulo magetsi.
2. Assortment wa gulu kampani, kugulitsidwa m'misika chomwecho. Mwachitsanzo, nyumba zogulitsa, nyumba kwa lendi nyumba zogulitsa ndi zina zotero. Amene ankaona malo msika.
3. Katundu wachinsinsi mu gulu lomwelo. Mwachitsanzo, kupanga posudohozyaystvennyh mankhwala a galasi, chitsulo kapena ceramic.

BCG masanjidwewo: chitsanzo cha kamangidwe ndi kusanthula mu kupambana

Kudziwa kayendedwe ka moyo mankhwala kukonzekera njira ya ntchito malonda a ogwira ntchito ndi tikambirana chitsanzo cha deta fictitious kwa kamvedwe ka nkhani mutu.

Sitepe yoyamba ndi deta ndi buku la deta tebulo kwa mankhwala kusanthula kale. Opaleshoni imeneyi ndi yosavuta, muyenera jambulani tebulo mu "Eksele" ndi kulowa deta mu izo ndi kampani.

Chinthu chachiwiri - ndi mawerengedwe zizindikiro msika: mlingo wa kukula ndi gawo wachibale. Kuti tichite zimenezi, maselo ayenera kukhazikitsa tebulo kulemba mitunduyi kwa mawerengedwe a zodziwikiratu:

• Mu selo E3, ndilo phindu la mlingo wa kukula msika, chilinganizo amaoneka ngati izi: = C3 / B3. Ngati kunapezeka kwambiri malo decimal, ndiye m'pofunika kuchepetsa kuya pang'ono awiri.
• ndondomeko ndi ofanana aliyense mankhwala.
• Mu F9 selo udindo gawo wachibale wa msika, chilinganizo amaoneka ngati izi: = C3 / D3.

The chifukwa ali odzazidwa tebulo.

Malinga ndi gome, kugulitsa loyamba katundu zidagwa 37% mu 2015 ndi 3 mankhwala chinawonjezeka ndi 49%. Kupikisana ndi wachibale pamsika wa gulu loyamba katundu n'chozama kupitirira mpikisano ndi 47%, koma wachitatu ndi wachinayi mankhwala pamwamba 33% 26% motero.

anasonyeza mawonekedwe

Kutengera pa tebulo deta, bokosi la BCG, ndi kumanga Mwachitsanzo imene Eksele zochokera kusankha chithunzi cha mtundu "kuwira".

Mukamaliza kusankha mtundu wa tchati limapezeka munda kanthu, dinani-kumanja pa mukufuna windo la kusankha deta kuti azikakhala masanjidwewo za m'tsogolo.

Kuwonjezera angapo, mudzaze ndi deta. Aliyense mndandanda - ndi mankhwala a kumalo a ntchito. deta kwa mankhwala oyamba adzakhala zotsatirazi:

1. Dzina mzere - A3 selo.
2. X olamulira - selo F3.
3. Y olamulira - E3 selo.
4. Bubble kukula - selo C3.

Izi amalenga (kwa ubwino onse anayi) kukula-gawo masanjidwewo, chitsanzo cha ntchito yomanga zinthu zina zofanana ndi woyamba.

Change nkhwangwa mtundu

Pamene tchati zimaonetsa amasonyeza mankhwala onse, kulithetsa mu quadrants. delimitation Izi kupirira X-olamulira, dziko la United States chenji zoikamo basi wa nkhwangwa yekha. Mwa kuwonekera mbewa pamlingo umodzi, kusankha "Mtundu" tsamba kumanzere ndipo pa gulu lotchedwa zenera "Mtundu Kusankha".

Kusintha olamulira ofukula:

• Mtengo osachepera naye "0".
• Zolemba malire mtengo - pafupifupi SDT ndi kuchulukitsa ndi 2: (0,53 + 0,56 + 1,33 + 1,26) / 4 = 0,92; 0,92 * 2 = 1,84.
• Kuweta ndi wapakatikati magawano - ndi chiyerekezo cha SDT.
• The mphambano olamulira ndi X - pafupifupi SDT.

Kusintha yopingasa olamulira:

• Mtengo osachepera naye "0".
• Mtengo pazipita akutengedwa "2".
• Mungachite otsala - ndi "1".

Chithunzi chifukwa - ichi ndi kukula-gawo masanjidwewo. Chitsanzo cha kamangidwe ndi kusanthula amenewa chitsanzo angamvetsere patsogolo chitukuko cha assortment mayunitsi kampaniyo.

anasaina

Kutsirizitsa yomanga dongosolo BCG ndi kulenga nkhwangwa siginecha ndi quadrants. Muyenera kusankha tchati ndi ntchito "Kamangidwe" gawo la maphunzirowa. Kugwiritsa ntchito chizindikiro cha "akuti", cholozera akubweretsa nusu woyamba, ndi kuziwerenga dzina lake. njirayi akubwerezedwa otsatirawa mbali zitatu masanjidwewo lapansi.

Kuti akonze tchati mutu, limene lili pakati pa BCG chitsanzo amasankhidwa dzina chomwecho mafano lotsatira ku "Zolemba."

Otsatirawa kuchokera kumanzere kupita kumanja pansi "Kamangidwe» kupambana Toolbar 2010 monga mu zolemba yapita analenga olamulira zolemba. Chifukwa, BCG masanjidwewo, chitsanzo cha kumanga kupambana amene kale chiri motere:

Analysis SKUs

Ntchito yomanga tchati zochokera pamsika wa mtengo kukula - ndi yankho theka la vuto la malonda njira. Chofunika kamphindi ndi kutanthauzira molondola za makonzedwe a zinthu kumsika ndi kusankha zochita zina (njira) chitukuko awo kapena liquidation. BCG masanjidwewo kusanthula Mwachitsanzo:

Katundu №1, ili mu zone ya mitengo otsika kukula msika ndi gawo wachibale. chinthu ichi malonda yakhala kale ake mkombero moyo ndi phindu kampani umabweretsa. Vuto kwenikweni, kungakhale kofunika ayambe kusanthula mwatsatanetsatane katundu ndiponso kudziwa zinthu Atamasulidwa, pakalibe awo kukhazikitsa phindu. Theoretically, gulu mankhwala ndi bwino kuti achotse ndi chuma anamasulidwa kutukula phindu zingamuthandize.

Katundu №2 ndi msika kukula koma pamafunika ndalama kuwonjezera mpikisano. Ndi mankhwala zingamuthandize.

Mankhwala №3 ndi pa nsonga ya mkombero moyo wawo. Mtundu wa SKUs ali SDT mkulu ndi kukula msika. Zikuyenela ndalama kuti apitirize ntchito unit wa kampani kuti umabala mankhwala, izo zinabweretsa yodalirika.

Katundu №4 - phindu jenereta. Cash analandira ndi kampani azipereke pa gulu mayunitsi assortment akulimbikitsidwa kupereka pa chitukuko №2 katundu 3.

strategy

Chitsanzo cha kamangidwe ndi kusanthula BCG masanjidwewo amalimbikitsa amasulidwe njira zinayi.

1. Kuwonjezeka pamsika. Dongosolo ili chitukuko ndi katundu zovomerezeka ali mu zone ya "Wild Cat" cholinga cha kusuntha awo nusu "Stars."
2. Kuteteza pamsika. Kuti mupeze ndalama khola ndi "ndalama ng'ombe" akulimbikitsidwa kugwiritsa ntchito njira imeneyi.
3. Loss wa pamsika. Tingagwiritse ntchito dongosolo la ofooka "ndalama ng'ombe", "galu" ndi unpromising "Wild Cat".
4. Liquidation - njira kuti "Agalu" ndi unpromising "amphaka pake".

BCG masanjidwewo: chitsanzo cha zomangamanga m'Mawu

The njira yomanga zitsanzo "Mawu" nthawi yambiri ndiponso kusiya bwino kwambiri. chitsanzo tidzakambirana monga ankagwiritsa ntchito yomanga bokosi "Eksele".

Pali ndime "Msinkhu wobereka msika" amene makhalidwe mopitirira motere: (1 kukula deta mitengo) * 100%.

Amanga tebulo la mizere inayi ndi mizati. Ndime yoyamba chikuphatikizidwa mu selo limodzi ndi lonjezolo monga "Luso kukula msika." Mu mizati otsala muyenera kuphatikiza pa mzere awiriawiri kuti alandire selo awiri lalikulu pamwamba pa tebulo ndi pansi mizere iwiri kumanzere. Monga tikuonera.

Mu mzere pansi adzakhala ntchito "Wachibale pamsika", pamwamba - amayamikira zosakwana kapena kuposa 1. Ponena tebulo deta (makoma awiri otsiriza ilo), akuyamba tanthauzo la quadrants katundu. Mwachitsanzo, mankhwala oyamba, SDT = 0,53, amene ali zosakwana limodzi, kutanthauza malo ake adzakhala mwina woyamba kapena wachinayi nusu. Luso kukula kwa msika - mtengo zoipa -37%. Popeza mlingo wa kuwonjezeka mu mtengo wa masanjidwewo adzagaŵikana 10%, koma zinthu mwapadera owerengedwa 1 akulowa nusu chachinayi. The mmenenso kufalitsa otsala SKUs. Zotsatira ayenera lifanane ndi chithunzi "kupambana".

BCG masanjidwewo: chitsanzo cha kamangidwe ndi kusanthula ndiyo malo oonekera wa mizere kampani mankhwala mayunitsi nawo zochita za Kugawilidwa kwanthaka wa chuma cha kumalo a ntchito.