BCG Matrix: isibonelo ukwakhiwa kanye nokuhlaziywa "Eksele" futhi "uLizwi"

Enterprises ezikhiqiza izimpahla noma ukuhlinzeka amasevisi e uhla enkulu, baphoqwa ukuba afeze Luhlatiyo yebhizinisi lenkampani lokuthatha isinqumo mayelana nokunikezela kwezinsiza utshalomali. ukutshalwa kwezimali Maximum zezimali uthola nezindawo eziseqhulwini inkampani, okuletha inzuzo esiphezulu. Ithuluzi ukulawula umkhiqizo iphothifoliyo siphumelelisa loku BCG-matrix, isibonelo okuyinto ukwakhiwa kanye nokuhlaziywa kusiza abakhangisi senze izinqumo mayelana nentuthuko noma ekucwileni ezikweletini kwanoma inkampani ibhizinisi amayunithi.

Umqondo futhi okushiwo BCG Matrix

Ukwakheka izinhlelo eside kule nkampani, ukusatshalaliswa efanele kwezimali phakathi izingxenye iphothifoliyo yenkampani amasu senzeka ngokusebenzisa ithuluzi elakhiwe i-Boston Consulting Group. Yingakho igama lalowo insimbi - ukukhula yokwabelana-matrix. Isibonelo ngokwakha uhlelo olusekelwe ukwencika isihlobo share emakethe rate waso wokukhula.

Ukuncintisana izimpahla uzwakalise olubonisa ukuthi isabelo isihlobo ezimakethe inkomba imisiwe ibhekwa H. High-eksisi, ukubaluleka okuyinto mkhulu kwelilodwa.

Elikhangayo, ukuvuthwa wemakethe libhekene ukubaluleka ngesilinganiso ekukhuleni kwayo. Idatha yale ipharamitha kuthiwa imali kwi-matrix we Y.-eksisi

Ngemva kokubala Ingxenye isihlobo kanye nezinga lokukhula wemakethe ngayinye ezinhle, okwenza inkampani, idatha idluliselwa ngohlelo olubizwa ngokuthi i BCG-matrix (isibonelo uhlelo kuzoxoxwa ngezansi).

quadrant we matrix

Lapho izidingo isakazwe BKG imodeli, ngamunye SKU iwela omunye quadrant ezine matrix. quadrant ngasinye unegama ayo kanye nezincomo ukuze bathole izixazululo. Ngezansi ithebula, ehlanganisa izigaba efanayo BCG-matrix, isibonelo ukwakhiwa kanye nokuhlaziywa okuyinto engakaze yenziwe ngaphandle kolwazi izimfanelo izoni ngayinye.

Izinto ukuhlaziywa

ukwakhiwa ISIBONELO nokuhlaziya BCG-matrix awunakuba khona ngaphandle kokuthethelela ukuzimisela izimpahla ezingaba kubhekwe projection kohlelo.

1. imigqa zebhizinisi ezingavikelekile bahlobene. Lokhu kungafaka: izinwele futhi kukhiqizwe kettles kagesi.
2. Okunezinhlobonhlobo iqembu inkampani, okuthengiswa emakethe efanayo. Ngokwesibonelo, amafulethi ukudayiswa, amafulethi hati, izindlu ukudayiswa kanye nokunye okufana nalokho. Lokho kubhekwa emakethe ingcebo.
3. Izimpahla oluthathwa eqenjini efanayo. Ngokwesibonelo, imikhiqizo ukukhiqizwa posudohozyaystvennyh ngengilazi, sensimbi noma sobumba.

BCG Matrix: isibonelo design kanye nokuhlaziywa Excel

Ukuze ubone ukuthi umjikelezo wokuphila komkhiqizo kanye ukuhlela amasu imisebenzi ukumaketha ibhizinisi ezocatshangelwa isibonelo idatha ngamanga ukuze ukuqonda isihloko sihloko.

Isinyathelo sokuqala siwukuba ukuqoqwa futhi iyiqoqo idatha kuthebula imikhiqizo ihlaziye. Lo msebenzi ilula, udinga ukudala itafula "Eksele" bese ufaka idatha ku-ke yinkampani.

Eyesibili isinyathelo - ukubala izinkomba emakethe: nezinga lokukhula futhi wabelane isihlobo. Ukuze wenze lokhu, amaseli udinga ukusetha itafula ukubhala amafomula for ukucabanga okuzenzakalelayo:

• Esitokisini E3, okuyinto ukubaluleka nezinga lokukhula emakethe, ifomula libukeka kanje: = C3 / B3. Uma-ke waphenduka eziningi zedesimali, khona-ke kuyadingeka ukunciphisa ukujula kancane ezimbili.
• Inqubo kufana ngomkhiqizo ngamunye.
• Ngo F9 cell obangela share isihlobo wemakethe, ifomula libukeka kanje: = C3 / D3.

Umphumela egcwele etafuleni.

Ngokusho etafuleni, ukuthi ukuthengiswa wokuqala kwezimpahla yawela 37% ngo-2015 no-3 umkhiqizo kunyuke ngo-49%. Ukuncintisana kanye share emakethe eyisihlobo esigabeni sokuqala izimpahla ingaphansi kwe-mncintiswano ngo-47%, kodwa umkhiqizo yesithathu neyesine ngenhla 33% no-26% ngokulandelana.

isibonisi sokuqhafaza

Kususelwa etafuleni idatha, matrix BCG, i ukwakhiwa isibonelo lapho Eksele esekelwe kokukhetha umdwebo yohlobo "bubble".

Ngemuva kokuthi ukhethe uhlobo ishadi livela ensimini ezingenalutho, chofoza ngakwesokudla ofuna ukuvula iwindi yokukhetha idatha ezazizogcwalisa matrix esizayo.

Ukwengeza inamba, ugcwalise ngedatha. Uchungechunge ngalunye - liwumkhiqizo ibhizinisi. datha umkhiqizo wokuqala kuyoba okulandelayo:

1. Igama irowu - A3 cell.
2. X-eksisi - the F3 cell.
3. Y-eksisi - E3 cell.
4. usayizi Bubble - le C3 cell.

Lokhu kudala (ngazo zonke izinzuzo ezine) ukukhula yokwabelana-matrix, isibonelo ukwakhiwa kwalesi neminye imikhiqizo ofuze owokuqala.

Guqula izimbazo format

Lapho ishadi imidwebo ubonisa yonke imikhiqizo, ngeke ukuwuchitha ku quadrant. Lokhu ukurhunyezwa ume X-axis, US uzodinga kuphela ukushintsha izilungiselelo ngokuzenzekelayo izimbazo. Ngokuchofoza igundane esikalini mpo, khetha "Ifomethi" ithebhu ngakwesokunxele futhi iphaneli ngokuthi iwindi "Ifomethi Ukukhethwa".

Ukushintsha eksisi eqonde ngqo phezulu:

• Inani ubuncane uyiswa "0".
• seqiwe - SDT ovamile iphindwe 2: (0,53 + 0,56 + 1,33 + 1,26) / 4 = 0,92; 0,92 * 2 = 1,84.
• Basic futhi Lesisemkhatsini division - iyona isilinganiso SDT.
• Ezimpambanweni zomgwaqo eksisi X - SDT isilinganiso.

Ukushintsha eksisi evundla kabili:

• Inani ubuncane uyiswa "0".
• Inani esiphezulu esithathwayo "2".
• Izinketho ezisele - a "1".

Isifanekiso okuholela - lena ukukhula yokwabelana-matrix. Isibonelo design kanye nokuhlaziywa of a imodeli iyosabela ukuthuthukiswa eziseqhulwini okunezinhlobonhlobo amayunithi inkampani.

amasignisha

Ukuphothula ukwakhiwa BCG uhlelo ukwakha izimbazo isignesha futhi quadrant. Kufanele ukhethe ishadi futhi zisebenza "Isakhiwo" se-hlelo. Ukusebenzisa uphawu "Umbhalo", isikhombisi kulethwa waya engxenyeni yokuqala, futhi ukupela igama lakhe. Le nqubo iyaphindwa ezindaweni ezintathu ezilandelayo matrix.

Ukudala isihloko ishadi, esemgwaqweni maphakathi imodeli BCG ikhethwa okufanayo negama icon eduze kusukela "Amalebula."

Ukulandela ku kusuka kwesokunxele kuya kwesokudla ngaphansi "Isakhiwo» Excel yamathuluzi 2010 njengoba e imibhalo odlule wadala amalebula e-eksisi. Ngenxa yalokho, BCG-matrix, isibonelo ukwakhiwa Excel ukuthi iye yabhekwa simiswe ngalendlela lelandzelako:

Ukuhlaziya SKU

Ukwakhiwa idayagramu esekelwe share emakethe of izinga waso wokukhula - kube nenxenye ikhambi yenkinga marketing amasu. sikhathi esibucayi iyona incazelo enembile zoMthetho izimpahla emakethe futhi ukukhetha yezenzo eminye (amasu) nentuthuko yabo noma ekucwileni. BCG-matrix ukuhlaziywa isibonelo:

Izimpahla №1, ise-zone of amanani aphansi zokukhula emakethe futhi wabelane isihlobo. Le nto ukuhweba kakade isidlulile ukuphila yayo umjikelezo futhi inzuzo yenkampani iletha. Esimweni sangempela, kuyoba kudingekile ukwenza analysis eningiliziwe izimpahla ezifana futhi anqume imibandela kokukhululwa ngokungabi bikho ukuqaliswa lenzuzo yabo. Kwakucatshangwa ukuthi lokhu iqembu lomkhiqizo kungcono ukuba ngakususi nezisetshenziswa bekhululiwe iqondiswe ekuthuthukiseni izinzuzo ethembisa.

Izimpahla №2 kuyinto emakethe elandayo kodwa kudinga ukutshalwa ukwandisa nokuncintisana. Kuyinto umkhiqizo ethembisa.

Umkhiqizo №3 isezingeni eliphakeme umjikeleto wemphilo yabo. Lolu hlobo lwama-SKU has SDT okusezingeni eliphezulu nokukhula emakethe. Cela anda utshalomali kuya phambili ibhizinisi iyunithi inkampani ekhiqiza lo mkhiqizo, kwakusijabulisa imali ekahle.

Izimpahla №4 - inzuzo generator. Cash elitholwe yiNkampani kusukela ukudayiswa kulesi sigaba sama-amayunithi okunezinhlobonhlobo bayakhuthazwa ukunikeza sokuthuthukiswa №2 izimpahla 3.

isu

Isibonelo design kanye nokuhlaziywa BCG-matrix ikhuthaza ukukhululwa yalezi amaqhinga ezine.

1. Ukwanda share emakethe. Loluhlelo kwentuthuko izimpahla eyamukelekayo okuyizinto indawo ye "Cat Wild" ngenjongo ukuthuthela quadrant "Izinkanyezi."
2. Ukulondolozwa share emakethe. Ukuze uthole imali ezinzile kusukela "ukheshi inkomo" Kunconywa ukuba usebenzise lelisu.
3. Ukulahlekelwa share emakethe. Sisebenzisa plan for ababuthakathaka "ukheshi inkomo", "inja" futhi unpromising "Cat Wild".
4. Ukumiswa - isu "Izinja" futhi unpromising "amakati zasendle".

BCG Matrix: isibonelo ukwakhiwa eZwini

Indlela yokwakha amamodeli e "uLizwi" isikhathi esiningi kakhulu futhi kungacaci. isibonelo ezocatshangelwa ngokuvumelana ayesetshenziselwa ukwakha matrix "Eksele".

Kukhona ikholomu "Ukukala zokukhula emakethe", ogama amagugu kubalwa ngendlela elandelayo: (1 ukukhula zedatha) * 100%.

Wakha ithebula imigqa emine namakholomu. Ikholomu lokuqala is kuhlangene ingqamuzana eyodwa futhi sisayinwe njengoba "Ukushesha zokukhula emakethe." Esikhathini namakholamu asele okufanele ukuhlanganisa on-line ngazimbili ukuze athole iseli ezimbili ezinkulu phezulu etafuleni kanye phansi imigqa emibili kwesobunxele. Njengoba kuboniswe.

Esikhathini sendaba uzakulumathisa "izibulo lochunge lokuxhumana Isihlobo", ngenhla ke - uyakwazisa ngaphansi noma ngaphezu kwamaminithi 1. Ebhekisela etafuleni idatha (ezimbili zokugcina amakholomu ngakho), iqala kwencazelo quadrant izimpahla. Ngokwesibonelo, umkhiqizo wokuqala, SDT = 0,53, okuyinto engaphansi, okusho isikhundla salo kuyoba noma waya engxenyeni yokuqala noma lesine. Ijubane ukukhula emakethe - value engakhi -37%. Njengoba izinga wokukhuphuka ukubaluleka matrix uhlukaniswa uba-10%, kanti izinto oyingqayizivele olunezinombolo 1 ungena engxenyeni yesine. Kwenzeka okufanayo nangomfutho ukusatshalaliswa asele SKU. Umphumela kufanele kuhambisane umdwebo "Excel".

BCG Matrix: isibonelo design kanye nokuhlaziywa inquma ekahle imigca umkhiqizo inkampani namayunithi okuhilelekile ekwenzeni izinqumo mayelana nokwabiwa kwezinsiza kusebenza ibhizinisi.