BCG Matrix: umzekelo lolwakhiwo analysis "Eksele" yaye "uLizwi"

Enterprises ezivelisa impahla okanye ukunika iinkonzo kuluhlu enkulu, amnyanzela ukuba athwale ngaphandle uhlalutyo lokuthelekisa kwiiyunithi zoshishino zenkampani ukuze isigqibo malunga nokwabiwa kwezibonelelo zotyalo-mali. utyalo-mali Awona ufumana imiba esi sidumbu, leyo kuzisa yenzuzo. Isixhobo sokulawula ipotifoliyo imveliso ubeka i-BCG isizalo, umzekelo apho kukho ulwakhiwo kunye nocazululo kunceda lezentengiso ukwenza izigqibo malunga uphuhliso okanye ukutshona kwiiyunithi zoshishino zenkampani.

Ingcamango kunye Isiseko BCG Matrix

Ukuqulunqwa kwezicwangciso zexesha elide lenkampani, ukusasazwa eyiyo kwezibonelelo zemali phakathi amacandelo portfolio qhinga yenkampani kwenzeka ngokuthi kusetyenziswe isixhobo wadala yi-Boston Consulting Group. Ngenxa yoko igama isixhobo - kwezinga lokukhula-isabelo. Umzekelo wokwakha inkqubo esekelwe kwi ukuxhomekeka kwisalamane share emarikeni ireyithi ekukhuleni kwayo.

Ukhuphiswano impahla bavakalisa olubonisa isabelo isihlobo lwemarike kunye Isalathisi kwalibaziseka kuthathwa yi axis H. High, ixabiso apho mkhulu kunalowo.

Nomtsalane, ukuvuthwa imakethi luphawulwa ixabiso isantya sokukhula kwalo. Idatha yale parameter ezifakwe kwi-matrix ahlangene Y.

Emva kokubala isilinganiso kunye izinga lokukhula yemarike nganye okulungileyo, nto leyo eyenza ukuba inkampani, idatha ikhutshelwe kwi inkqubo ebizwa ngokuba yi-BCG matrix (umzekelo le nkqubo iza kuxoxwa ngezantsi).

nxazonke isizalo

Xa yorhwebo kwathunyelwa imodeli BKG, SKUs ngamnye ukolu zezine ezine isizalo. ikota nganye igama layo kunye neengcebiso isicombululo. Apha ngezantsi itafile, eliquka iindidi ezifanayo BCG isizalo eliduna, umzekelo zokwakha kunye nohlalutyo nto angenzanga ngaphandle ulwazi lweempawu ommandla ngamnye.

analysis izinto

ukwakhiwa UMZEKELO kunye nocazululo BCG matrix akunakwenzeka ngaphandle nokuzimisela sempahla nako kuqwalaselwa kwi ezayo kwinkqubo.

1. imigca zoshishino akadibananga omnye komnye. Ezi kungabandakanya: iinwele kunye nokuveliswa oongxawu zombane.
2. Neentlobontlobo iqela inkampani, ethengiswa kwimarike enye. Umzekelo, zokuhlala ukuthengisa, ezindlini irente, izindlu ezithengiswayo kunye like. Oko kubonwa imarike real estate.
3. Impahla zahlelwa kwi qela linye. Umzekelo, iimveliso imveliso posudohozyaystvennyh ngeglasi, ngesinyithi okanye ceramic.

BCG Matrix: umzekelo loyilo hlahlelo Excel

Ukuze ubone lomjikelo wobomi imveliso kunye nesicwangciso-qhinga lwemisebenzi yoshishino lweshishini ziya kuqwalaselwa umzekelo i data wasentsomini ukuba ukuqondwa sisihloko eso senqaku.

Inyathelo lokuqala ukuqokelelwa kuqulunqo data kwi netafile mveliso zihlalutywe. Lo msebenzi elula, kufuneka udale itafile "Eksele" kwaye ufake idatha kuyo yinkampani.

Inyathelo lesibini - ukubalwa lwezalathisi loshishino: izinga lokukhula kunye nesabelo isalamane. Ukuze benze oku, iiseli kufuneka umisele itafile ukubhala iifomyula ze ukubala oluzenzekelayo:

• Xa iseli E3, nto leyo ixabiso izinga lokukhula kwemarike, ifomula sijongeka njengoku: = C3 / B3. Ukuba yajika oluninzi needesimali, ngoko kuyimfuneko ukunciphisa ubunzulu besuntswana ukuya ezimbini.
• Inkqubo iyafana wemveliso nganye.
• In F9 cell onoxanduva isabelo isihlobo yemarike, ifomula sijongeka njengoku: = C3 / D3.

Isiphumo saloo nto ke itafile kuhluthiswa.

Ngokutsho etafileni, ukuba intengiso yokuqala kwempahla yawa-37% ngo-2015 no-3 kwi-mveliso landa nge-49%. Ukhuphiswano kunye share lorhwebo relative kudidi lokuqala kweempahla lingaphantsi ukhuphiswano-47%, kodwa imveliso kwesesithathu nakwesesine ngaphezu-33% ne-26% ngokulandelelana.

ukubonisa lomzobo

Ngokusekelwe phezu kwetafile data, matrix ka-BCG, i ukwakhiwa umzekelo apho Eksele esekelwe ukukhetha umzobo lohlobo "kwiqamza".

Emva kokuba ukhethe uhlobo itshathi ivela intsimi engenanto, nqakraza-ekunene kwi ukuba ufuna ukuvula i window ukuba ngokukhetha data ukuzalisa matrix ngayo kwixesha elizayo.

Ukongeza inamba, yizalise data. series nganye - yimveliso lweshishini. data ye imveliso yokuqala iya kuba yile ilandelayo:

1. umqolo Igama - A3 cell.
2. X axis - le F3 cell.
3. axis Y - E3 cell.
4. ubukhulu Bubble - C3 cell.

Oku kudala (ngokuba bonke ezine iinzuzo) ukukhula-share matrix, umzekelo ukwakha ezinye iimveliso ezifana ukuya kowokuqala.

Guqula namazembe format

Xa itshati ngokwegrafu lubonisa zonke iimveliso, uya kuyiqhekeza ube zezine. Le kwemida ukuma i X-axis, i-US kuya kufuneka utshintshe izicwangciso oluzenzekelayo nezamazembe kuphela. Ngokunqakraza le mouse kwi kwisikali nkqo, khetha i "Fomatha" isithuba ekhohlo kwiqela lenjongo kuthiwa window 'Ukhetho Format ".

Ukutshintsha iasi eme nkqo:

• Ixabiso elincinane lisiwe "0".
• ixabiso eliphezulu - avareji SDT iphinda phindiweyo ngo-2: (0,53 + 0,56 + 1,33 + 1,26) / 4 = 0,92; 0,92 * 2 = 1,84.
• Ezisisiseko kunye neziphakathi nokwahlula - eli kulingano SDT.
• Kwisiphambuka se- esqwini X - avareji SDT.

Ukutshintsha iasi enqamlezileyo:

• Ixabiso elincinane lisiwe "0".
• Elona xabiso liphezulu kuthathwa "2".
• Iinketho ezishiyekileyo - i "1".

Lo mzobo okubangelwa - oku ke matrix ukukhula-isabelo. Umzekelo loyilo uhlalutyo imodeli uya kusabela kuphuhliso ophambili neentlobontlobo kweeyunithi yenkampani.

amaqoqo

Ukuba agqibezele ulwakhiwo inkqubo BCG kukudala nezamazembe utyikityo kunye zezine. Kufuneka ukhethe itshathi isicelo candelo "Ubeko" of the program. Ukusebenzisa i icon "Umbhalo", isalathisi kwaziswa ikota yokuqala, kwaye ukupela igama lakhe. Le nkqubo iyaphindwa ezi nkalo zintathu zilandelayo isizalo.

Ukudala isihloko itshati, nto leyo ibekwe esizikithini imodeli BCG esikhethwe igama elifanayo icon elandelayo ukusuka 'Labels. "

Emva ukusuka ekhohlo ukuya ekunene phantsi "Ubeko» Excel toolbar 2010 njengokuba imibhalo ezidlulileyo wadala labels axis. Ngenxa yoko, BCG isizalo eliduna, umzekelo lokwakha Excel ethe ingqalelo na ngolu hlobo lulandelayo:

analysis SKUs

Ukwakhiwa umzobo ngokusekelwe share lentengiso izinga lokukhula awo - isiqingatha isisombululo sengxaki yokuba ezinezicwangciso. mzuzu kakhulu Nanku ukutyhilwa eyiyo kwezibonelelo kwempahla kwimarike kunye ukhetho amanyathelo (strategies) kuphuhliso lwabo okanye ngamatyala. BCG Uhlalutyo matrix umzekelo:

Iimpahla №1, ibekwe kwindawo amazinga aphantsi yokukhula kwemarike kunye nesabelo isalamane. Le nto yorhwebo sele kudlule umjikelo wayo ubomi iingeniso inkampani eza nazo. Kwimeko enje, kuya kuba yimfuneko ukwenza uhlalutyo oluneenkcukacha mpahla kwaye ukumisela imiqathango yokukhululwa kwabo kungekho kokuziphumeza nokwenza inzuzo. Enyanisweni, eli qela mveliso Kungcono ngaphandle kunye nezibonelelo wakhululwa ngqo kuphuhliso iinzuzo ithemba.

Impahla №2 Iyindawo ekhulayo kodwa ufuna utyalo-mali ukwandisa ukhuphiswano. It is a yimveliso ithemba.

Product №3 na kwi kwincopho lomjikelo wobomi babo. Olu hlobo SKUs iye SDT ophezulu kunye nokukhula emarikeni. Zifuna ukusisa ukuya phambili icandelo loshishino yenkampani evelisa le mveliso, lwaveza ingeniso ngokuthe ngcembe.

Impahla №4 - generator nzuzo. Imali efunyenwe yinkampani evela kwintengiso kolu didi iiyunithi neentlobontlobo bayakhuthazwa ukuba ukubonelela ngophuhliso №2 iimpahla 3.

qhinga

Umzekelo loyilo uhlalutyo lwe-BCG matrix ikhuthaza ukukhululwa ezi iindlela ezine.

1. Ukunyuka share emarikeni. Esi sicwangciso uphuhliso izinto ezamkelekileyo abakulo izowuni "Cat Wild" ngenjongo ukuthuthela ikota yesangqa "Stars."
2. Ukugcinwa share emarikeni. Ukuze ufumane ingeniso ezinzileyo ukusuka 'cash inkomo "Kucetyiswa ukuba basebenzise esi sicwangciso.
3. Ukulahleka share emarikeni. Sisebenzisa isicwangciso ababuthathaka "cow imali", "inja" kwaye isenzakalo "Cat Wild".
4. Lomqhubi - iqhinga "Izinja" kwaye isenzakalo "iikati zasendle".

BCG Matrix: umzekelo ukwakhiwa eLizwini

Indlela lokwakha modeli "uLizwi" ixesha elide kakhulu kwaye kungacaci kakhulu. umzekelo ziya kuqwalaselwa ngokungqinelana ezazisetyenziswa ukwakha matrix "Eksele".

Kukho ikholam "Izinga lokukhula market", ibalwa ngokwale ndlela kabani amaxabiso lulandelayo: (1 amazinga okukhula data) * 100%.

Wakha itheyibhile ngemiqolo emine kunye nemihlathi. Ikholam lokuqala kudityaniswe zibe kwiseli enye yaye isayinwe njenge "Isantya sokukhula emarikeni." Kwiikholam ezishiyekileyo kufuneka sihlanganise on-line ngababini ukuze ufumane iseli ezimbini ezinkulu ngaphezulu kwe itafile kunye imigca ezantsi ezimbini ekhohlo. Njengoko kubonisiwe.

Xa umgca ngezantsi kulungelelanisa "share market Relative", ngaphezu kwayo - silixabisile ngaphantsi okanye ngaphezulu kwe 1. Ethetha etafileni data (kwezo ntsika zimbini zokugqibela nto), iqala kwenkcazo nxazonke iimpahla. Umzekelo, imveliso yokuqala, SDT = 0,53, nto leyo ngaphantsi kwe mnye, ethetha isikhundla sayo iya kuba mhlawumbi ikota yokuqala okanye eyesine. Isantya sokukhula yemarike - engenaxabiso ye -37%. Ekubeni isantya sokukhula kwexabiso isizalo yahlulwe ngo-10%, ngelixa izinto ngokukhethekileyo babalwayo 1 engena ikota yesine. Kukwanjalo lwenzeka kunye nosasazo eseleyo SKUs. Isiphumo kufuneka kunye mzobo "Excel" idibana.

BCG Matrix: umzekelo loyilo uhlalutyo imisela kwisikhundla socwangciso wezintlu imveliso inkampani kunye neeyunithi inxaxheba ekwenzeni izigqibo malunga ulwabiwo kwemithombo kwishishini.