business portfolio analysis
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Prof. Prashant B. Kalaskar
Ch. 5 Business Portfolio AnalysisCh. 5 Business Portfolio Analysis
�� Business:Business:-- AnAn economic systemeconomic system in in
whichwhich goodsgoods && servicesservices are exchanged are exchanged for for
one another orone another or money, on the basis of their money, on the basis of their
perceivedperceived worth. worth.
Meanings….Meanings….
�� Every businessEvery business requiresrequires somesome formform of of
investmentinvestment & sufficient & sufficient
numbernumber ofof customerscustomers to whom to whom
itsits outputoutput can becan be soldsold atat profitprofit on on
aa consistentconsistent basis.basis.
Prof. Prashant B. Kalaskar
�� PortfolioPortfolio-- AA collectioncollection ofof investmentsinvestments
all owned byall owned by--
thethe samesame individualindividual oror organization.organization.
�� Business PortfolioBusiness Portfolio-- The business portfolio is The business portfolio is
the collection of businesses and products the collection of businesses and products
Meanings….Meanings….
the collection of businesses and products the collection of businesses and products
that make up the company.that make up the company.
�� AnalysisAnalysis-- is the is the systematicsystematic way of way of
resolution or resolution or examinationexamination of any object or of any object or
happening.happening.
� Identify the
organization’s
current
mission, goals,
and strategies
External
Analysis
•Opportunities
•Threats
SWOT Analysis
Formulate
Strategies
Implement
Strategies
Evaluate
Results
Strategic Management ProcessStrategic Management Process
and strategies
Internal
Analysis
•Strengths
•Weaknesses
Prof. Prashant B. Kalaskar
• Designing the business portfolio is
a key step in the strategic planning
process.
• The best business portfolio is the
one that best fits the company’s
Business Portfolio AnalysisBusiness Portfolio Analysis
one that best fits the company’s
strengths and weaknesses and to
the opportunities in the
environment.
�� The company must:The company must:
• Analyze its current business portfolio or
Strategic Business Units (SBUs).
• Decide which SBUs should receive more, less
or no investment.
Business Portfolio Analysis
or no investment.
• Develop growth strategies for growth or
downsizing
• Evaluate relative strength of all businesses in
the company.
� Strategic Business Unit analysis.
• Evaluates strength of each independent
business unit in company.
• Applying Growth-Share Matrix key analysis
Portfolio Analysis
• Applying Growth-Share Matrix key analysis
tool.
Prof. Prashant B. Kalaskar
� Following tools are used for Business Portfolio
Analysis
- Growth Share Matrix (Boston Consulting Group
or Product Portfolio Analysis)
- Industry Attractiveness/Business Position Matrix
Business Portfolio Analysis
- Industry Attractiveness/Business Position Matrix
(General Electric/McKenzey Matrix)
- Hofer’s Product Market Evolution matrix
- PIMS (Profit Impact of Market Strategy)
� But commonly used techniques are BCG & GE9
cell matrix
�� Market ShareMarket Share is the ratio of sales revenue of is the ratio of sales revenue of
the firm to the total sales revenue of all firms the firm to the total sales revenue of all firms
in the industry, including the firm itself.in the industry, including the firm itself.
Market ShareMarket Share
�� A A marketing plan marketing plan is a road map for the is a road map for the
marketing activities of an organization for a marketing activities of an organization for a
specified future period of time. It allocates specified future period of time. It allocates
the the 44P’s of a firm to reach the target market.P’s of a firm to reach the target market.
Marketing PlanMarketing Plan
Prof. Prashant B. Kalaskar
�� Market segmentation Market segmentation involves aggregating involves aggregating
prospective buyers into groups, or segments, prospective buyers into groups, or segments,
thatthat--
�� ((11) have ) have common needs common needs andand
Market Segmentation
�� ((11) have ) have common needs common needs andand
�� ((22) will ) will respond similarly respond similarly to a marketing to a marketing
action.action.
� Profit is the reward to a business firm for the
risk it undertakes in offering a product for
sale.
� It is also the money left over after a firm’s
total expenses are subtracted from its total
Profit
total expenses are subtracted from its total
sales (revenue generated).
Prof. Prashant B. Kalaskar
- Developed by Boston Consulting Group in 1970
- Allocating resources amongst SBU’s is major issue
- Provides a framework for allocating resources
among SBU’s
BCG Growth Share Matrix
among SBU’s
- Helps in managing & comparing a portfolio of
different business units
- Places the business units on a Market Growth
rate vs. Market Share grid.
- According to this technique, businesses or
products are classified as low or high
performers depending upon their market
growth rate and relative market share.
BCG Growth Share Matrix
growth rate and relative market share.
- Market share is the percentage of the total
market that is being serviced by a company,
measured either in revenue terms or unit
volume terms.
RELATIVE MARKET SHARE (RMS)ExampleExampleExampleExampleExampleExampleExampleExample-------- Market Market Share of the Share of the India's ElectronicsIndia's Electronics
CompaniesCompanies
COMPANYCOMPANY MARKET SHARE MARKET SHARE IN IN 20122012
Sony 27%
Samsung 17%
LG 16%
Videocon 14%
LG 16%
Videocon 14%
Onida 10%
RMS = = = 0000....59595959%%%%Business unit sales this year
Leading rival sales this year
16 27
Prof. Prashant B. Kalaskar
Market GrowthMarket Growth (MGR) is used as a measure of a
market’s attractiveness.
MGRMGR = =
Individual sales Individual sales
Current YearCurrent Year
Individual sales last year Individual sales last year
Individual sales Individual sales
Last YearLast Year
MarketsMarkets experiencingexperiencing highhigh growthgrowth areare onesones wherewhere
thethe totaltotal marketmarket shareshare availableavailable isis expanding,expanding, andand
there’sthere’s plentyplenty ofof opportunityopportunity forfor everyoneeveryone toto makemake
moneymoney..
Individual sales last year Individual sales last year
Prof. Prashant B. Kalaskar
Sales
Development Introduction Growth Maturity Saturation Decline
Product Life Cycle
Time
Product Life Cycle- Extended Strategies
Sales
Time
Sales/ProfitsPLC and Profits
Profits
PLC
Product Life Cycles and the Product Life Cycles and the ProfitProfit
TimeLosses
Break Even
� It is a portfolio planning model which is based on
the observation that a company’s business units
can be classified in to four categories:
� Stars Stars
�� Question marks Question marks
Cash cowsCash cows BCG MatrixBCG Matrix�� Cash cowsCash cows
�� DogsDogs
� It is based on the combination of market growth
and market share relative to the best competitor
(Market Leader).
BCG MatrixBCG Matrix
Prof. Prashant B. Kalaskar
BCG Matrix & PLCBCG Matrix & PLC
20%20%--
18%18%--
16%16%--
14%14%--
12%12%--
10%10%--
8%8%--
6%6%--
4%4%--
Market Growth Rate
Market Growth Rate
Dogs 8
7
3?
Question marks
?2
1
Cash cows
Stars
5
4
High High
The Boston Consulting Group’s Growth-Share Matrix
6%6%--
4%4%--
2%2%--
00
Market Growth Rate
Market Growth Rate
10x 4x 2x 1.5x 1x 10x 4x 2x 1.5x 1x
Relative Market ShareRelative Market Share
..55x .x .44x .x .33x .x .22x .x .11xx
76
High High
Low Low
Low Low
� Stars are the unit with a high market share in a
fast growing industry.
� Star represent the best profits and growth
opportunities in the market.
Stars
� Generates high revenues and also requires huge
cash for sustaining the STAR position.
� Product is in growth stage.
Prof. Prashant B. Kalaskar
� Strategic Implications:
• Huge potential
• May be expensive to develop
• Worth spending money to promote
Stars
• Worth spending money to promote
• Consider the extent of their product life
cycle in decision making
� Strategic Decisions:
� Invest high & huge promotions to attract
larger customer base to match with the
industry growth rate.
Competition will be increasing & hence,
Stars
� Competition will be increasing & hence,
holding the customer base (MS) with
concentration & product development
strategy.
� A cash cow is a product or a business unit that
generates unusually high profit margins.
� They are the business with low growth rate and
Cash Cows
� They are the business with low growth rate and
high market share.
� Generating cash more than its requirement
which can be used by other units (positive cash
flows).
� Product in maturity Stage.
� Strategic Implications:
• Less Cost to promote
• Generate large amounts of cash –can be used for further investment?
Cash Cows
can be used for further investment?
• Costs of developing and promoting have largely gone
• Need to monitor their performance –the long term?
• At the maturity stage of the PLC?
Prof. Prashant B. Kalaskar
� Strategic Decisions:
� Holding the position through Stability Strategy
& through integration strategy
� Differentiation of products in stiff competitive
Cash Cows
� Differentiation of products in stiff competitive
environment is must, to encash as mush share
in slow industry growth.
Prof. Prashant B. Kalaskar
� Question Marks are the units with low market
share in a fast growing industry.
� They required large amount of cash to grow
their market share. for e.g.: Promotional
Question Marks
their market share. for e.g.: Promotional
expenses.
� They have the potential to generate profits
and achieve a dominant position in market.
� Product is in introduction stage, in a fast
growing market.
Prof. Prashant B. Kalaskar
� Strategic Implications:
• What are the chances of these products
securing a hold in the market?
• How much will it cost to promote them to
Question Marks
• How much will it cost to promote them to
a stronger position?
• Is it worth it?
Prof. Prashant B. Kalaskar
� Strategic Decisions:
• Aggressive investment & expansion to
capitalise on Industry’s Growth rate with
Focus Differentiation or Low cost Strategy
or
Question Marks
or
• Divestiture, if the cost of expansion &
building MS is outweigh the potential
payoff & financial risk
Prof. Prashant B. Kalaskar
� Dogs often have little future and are big cash
drainer on the company.
� Generating cash just to BREAK-EVEN. It is a self
sustaining unit (Negative Cash Flow).
Dogs
sustaining unit (Negative Cash Flow).
� They do not generate any profit for the overall
business and hence can be sold off and hired
off.
� Product is in decline stage, with no chance of
revival.
Prof. Prashant B. Kalaskar
� Strategic Implications:
• Are they worth persevering with?
• How much are they costing?
• Could they be revived in some way?
Dogs
• Could they be revived in some way?
• How much would it cost to continue
to support such products?
• How much would it cost to remove
from the market?
BCG Matrix of Amul
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
Introduction:
� Mahindra Group is one of the largest corporate groups of India. It is a US $6.3 billion conglomerate with employee strength of over 50,000. strength of over 50,000.
� It is ranked amongst Forbes Top 200 list of the World's Most Reputable Companies and in the Top 10 list of Most Reputable Indian companies.
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
SBU’s of M & M
� Tractors
� Two Wheelers
� Utility Vehicles
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
Place of Tractor:
� AMGR of Tractor industry = 18%
� Market share of M&M = 29% (Market Leader)
2nd largest player is Tafe group (messy tractor)� 2nd largest player is Tafe group (messy tractor)
� Market share of Tafe group = 23%
� RMS of M&M Tractor = 1.26x
Prof. Prashant B. Kalaskar
BCG
Matrix o
f
M & M
Tractor
10
%
12
%
14
%
16
%
18
%
20
%
Market growth Rate
TRADITIONAL BCG MATRIX
8%
6%
4%
2%
0%
0.1
x
0.2
x
1x
0.5
x0.4
x0.3
x
10x
4x
2x
Market growth Rate
TRADITIONAL BCG MATRIX
Re
lative
Ma
rket sh
are
BCG Matrix of M & M
Place of Two Wheeler’s
� AMGR of two wheelers industry = 12%
� Market Share of M&M two Wheelers = 1%
� Market Share of Hero Honda = 47%
� RMS of M&M two wheelers = 0.02x
Prof. Prashant B. Kalaskar
BCG Matrix of M & M (2 Wheelers)
10%
12%
14%
16%
18%
20%
Bu
sin
ess
gro
wth
Ra
teHIGH
Prof. Prashant B. Kalaskar
8%
6%
4%
2%
0%
0.1
x
0.2
x1x
0.5
x
0.4
x
0.3
x
10
x 4x
2x
Bu
sin
ess
gro
wth
Ra
te
LOW
Relative Market shareHIGH LOW
BCG Matrix of M & M
Place of Utility Vehicles
� AMGR of Utility vehicle industry = 8.7%
� Market Share of M&M Utility Vehicle = 42%
(Market Leader)(Market Leader)
� Market Share of Tata Motors in UV = 21%
� RMS of M&M Utility Vehicle = 2x
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
10%
12%
14%
16%
18%
20%
Bu
sin
ess
gro
wth
Ra
te
Prof. Prashant B. Kalaskar
10%
8%
6%
4%
2%
0%
0.1
x
0.2
x
1x
0.5
x
0.4
x
0.3
x
10
x
4x
2x
Bu
sin
ess
gro
wth
Ra
te
Relative Market share
BCG Matrix of M & M
SBUSBU AMGRAMGR M&M M&M
Market Market Share (a)Share (a)
Largest Largest Competitor Competitor Market Market
Share (b)Share (b)
X = a/bX = a/b
TRACTORSTRACTORS18%18% 29%29% 23% 23%
(TAFE)(TAFE)1.261.26
Prof. Prashant B. Kalaskar
TRACTORSTRACTORS (TAFE)(TAFE)
TWO TWO
WHEELERSWHEELERS12%12% 1%1% 52% 52%
(HERO (HERO HONDA)HONDA)
0.020.02
UTILITY UTILITY
VEHICLESVEHICLES8.7%8.7% 42%42% 21% (TATA 21% (TATA
MOTORS)MOTORS)2.002.00
BCG Matrix of M & M
10%
12%
14%
16%
18%
20%B
usi
ne
ss g
row
th R
ate
HIGH
Prof. Prashant B. Kalaskar
10%
8%
6%
4%
2%
0%
0.1
x
0.2
x
1x
0.5
x
0.4
x
0.3
x
10
x 4x
Bu
sin
ess
gro
wth
Ra
te
LOW
Relative Market shareHIGH
LOW
BCG Matrix of M & M
Appropriate Strategies:Appropriate Strategies:
TRACTORS (STAR)
HOLD STRATEGY (Invest to protect)
� Build capacity expansion
� Increase investment
� Increase advertisement and promotion
� Increase market reach
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
Appropriate Strategies:Appropriate Strategies:
� TWO WHEELERS (QUESTION MARK ?)
� Exceptional case (Money hogger)Exceptional case (Money hogger)
� Product is in early stage
� Try to build it and turn in to STAR
� Invest intensively
Prof. Prashant B. Kalaskar
BCG Matrix of M & M
Appropriate Strategies:Appropriate Strategies:
Utility Vehicles (Cash Cows)HOLD STRATEGY (INVEST TO PROTECT)
� Increase advertisement & promotion� Increase market reach� Increase Investment
Prof. Prashant B. Kalaskar
GE9 Cell-McKensey Matrix
� GE Matrix or McKinsey Matrix is a strategic tool
for portfolio analysis.
� Developed by GE & McKensey & Co. of USA in
1971
� It is similar to the BCG Matrix and actually the GE � It is similar to the BCG Matrix and actually the GE
/ McKinsey Matrix is an extension of the BCG
Matrix - Multifactor Portfolio Analysis Tool.
�� This tool compares different businesses on This tool compares different businesses on
""Business StrengthBusiness Strength" and "" and "Market AttractivenessMarket Attractiveness" "
as two variablesas two variables
GE9 Cell-McKensey Matrix
� The GE / McKinsey Matrix is divided into nine
cells - nine alternatives (3x3) for positioning of
any SBU or product offering.
� Based on the strength of the business and its
market attractiveness each SBU will have a market attractiveness each SBU will have a
different position in the matrix.
� Further, the market size and the current sales will
distinguish each SBU.
� Based on clear understanding of all of these
factors decision makers are able to develop
effective strategies.
Objective of GE9 Cell-McKensey Matrix
�� Thus, the objective of the analysis is to Thus, the objective of the analysis is to
position each SBU on the chart depending on position each SBU on the chart depending on
the SBU's Strength and the Attractiveness of the SBU's Strength and the Attractiveness of
the Industry Sector or Market on which it is the Industry Sector or Market on which it is
focused. focused. focused. focused.
�� Each axis is divided into Low, Medium and Each axis is divided into Low, Medium and
High, giving the nineHigh, giving the nine--cell matrix as shown cell matrix as shown
ahead.ahead.
GE9 Cell-McKensey Matrix
�� SBUs are portrayed as a circle plotted on the SBUs are portrayed as a circle plotted on the
GE/McKinsey Matrix, where the size of the circle GE/McKinsey Matrix, where the size of the circle
represents a factor such as Market Size. represents a factor such as Market Size.
�� The GE/McKinsey Matrix differs from other tools, The GE/McKinsey Matrix differs from other tools,
like the Boston Consulting Group Matrix, in that like the Boston Consulting Group Matrix, in that
multiple factors are used to define Industry multiple factors are used to define Industry
Attractiveness and Business Unit Strength. Attractiveness and Business Unit Strength.
General Electric’s Industry
Attractiveness-Business Strength Matrix
• Market SizeMarket Size•• Growth RateGrowth Rate•• Profit MarginProfit Margin
•• Relative Market ShareRelative Market Share•• Reputation/ ImageReputation/ Image•• Bargaining LeverageBargaining Leverage
Industry Attractiveness Business Strength
•• Profit MarginProfit Margin•• Intensity of CompetitionIntensity of Competition•• SeasonalitySeasonality••ResourceResource•• Social ImpactSocial Impact•• RegulationRegulation•• EnvironmentEnvironment•• Opportunities & ThreatsOpportunities & Threats••TechnologyTechnology
•• Bargaining LeverageBargaining Leverage•• Ability to Match Ability to Match Quality/ServiceQuality/Service
Harvest/DivestHarvest/Divest
Protect Position
Invest to Build
Build selectively
Build selectively
Selectively manage for earnings
Limited expansion/ harvest
HighHigh
MediumMedium
Industry AttractivenessIndustry Attractiveness
HighHigh MediumMedium LowLow
GE9 Multifactor Portfolio Matrix
Harvest/DivestHarvest/Divest
SelectivitySelectivity/earnings/earnings
Build/GrowBuild/Grow
Protect & refocus Divest
Manage for earningsLowLow
GE9 Cell-McKensey Matrix
� Invest to Build
• Challenge for leadership
� Protect Position
• Invest to grow
• Effort on maintaining strength
• Challenge for leadership
• Build selectively on strength
� Build Selectively
• Invest in most attractive segment
• Build up ability to counter competition
• Emphasize profitability by raising productivity
GE9 Cell-McKensey Matrix
�� Protect & RefocusProtect & Refocus
•• Manage for current earningManage for current earning
•• Defend strengthDefend strength
�� Selectivity for EarningSelectivity for Earning
•• Protect existing programProtect existing program
•• Investments in profitable segments Investments in profitable segments •• Investments in profitable segments Investments in profitable segments
�� Build Selectively Build Selectively
•• Specialize around limited strengthSpecialize around limited strength
•• Seek ways to overcome weaknessesSeek ways to overcome weaknesses
•• Withdraw if indication of sustainable Withdraw if indication of sustainable
growth are lackinggrowth are lacking
GE9 Cell-McKensey Matrix
� Manage for Earnings
• Protect position in profitable segment
� Limited Expansion for Harvest
• Look for ways to expand
without high risk
• Protect position in profitable segment
• Upgrade product line
• Minimize investment
� Harvest
• Sell at time that will maximize cash value
• Cut fixed costs and avoid investment
meanwhile
GE9 Multifactor Portfolio Matrix
Harvest/DivestHarvest/Divest-- Businesses or products which are in Businesses or products which are in red zone, signals to stop indicating red zone, signals to stop indicating Retrenchment Retrenchment Strategy of divestmentStrategy of divestment & liquidation or a rebuilding & liquidation or a rebuilding approach for adopting Turnaround Strategiesapproach for adopting Turnaround Strategies
- GEGE9 9 Cell Matrix is also known as Stop Light Strategy Cell Matrix is also known as Stop Light Strategy Matrix, as these are like the Matrix, as these are like the TrafficTraffic SignalsSignals LightsLights.
approach for adopting Turnaround Strategiesapproach for adopting Turnaround Strategies
Selectivity/earningsSelectivity/earnings-- Business or Products which Business or Products which are in yellow zone signals, Wait, See & Proceed, are in yellow zone signals, Wait, See & Proceed, indicating indicating Hold & Maintain type of StrategiesHold & Maintain type of Strategies, , aiming at aiming at Stability & ConsolidationStability & Consolidation..
Build/GrowBuild/Grow-- Business in the Green Zone, attract Business in the Green Zone, attract major investment & major investment & adaption of Growth Strategiesadaption of Growth Strategies
� Businesses in upper left corner
• Accorded top investment priority
• Strategic prescription is grow and build
� Businesses in three diagonal cells
• Given medium investment priority
Strategy Implications of Strategy Implications of
Attractiveness/Strength MatrixAttractiveness/Strength Matrix
• Given medium investment priority
• Invest to maintain position
� Businesses in lower right corner
• Candidates for harvesting or divestiture
• May be candidates for an overhaul and
reposition strategy
Example
� TATA
• IT (Information Technology) : TCS
• Consumer Durable : Automobiles, • Consumer Durable : Automobiles,
Titan etc.
•Textiles : Tata Fabrics, West Sides etc
Example
Business StrengthsMarket Attractiveness
High
LowHigh
IT
Consumer
Durables
Market Attractiveness
LowTextiles
�� “Synergy is the energy or force created by the “Synergy is the energy or force created by the
working together of various parts or working together of various parts or
processes.”processes.”
-- Synergy in business is the benefit derived from Synergy in business is the benefit derived from
SynergySynergy
-- Synergy in business is the benefit derived from Synergy in business is the benefit derived from
combining two or more elements (or combining two or more elements (or
businesses) so that the performance of the businesses) so that the performance of the
combination is higher than that of the sum of combination is higher than that of the sum of
the individual elements (or businesses).the individual elements (or businesses).
-- The interaction of two or more agents or forces The interaction of two or more agents or forces
so that their combined effect is greater than the so that their combined effect is greater than the
sum of their individual effects.sum of their individual effects.
� Ex.-LeadershipLeadership--Management SynergyManagement Synergy
Leaders:Leaders: Provide visionProvide vision..
SynergySynergy
�� Leaders:Leaders: Provide visionProvide vision..
•• Managers:Managers: Provide resourcesProvide resources..
�� ►► Resulting synergy: Employee empowerment
�� ““DysergyDysergy is the negative energy or force or is the negative energy or force or
impact produced due to the inability of impact produced due to the inability of
working together of various parts or working together of various parts or
processes.”processes.”
DysergyDysergy
processes.”processes.”
Prof. Prashant B. Kalaskar
-- DysergyDysergy in business is the losses derived from in business is the losses derived from
combining two or more elements (or combining two or more elements (or
businesses) so that the performance of the businesses) so that the performance of the
combination is lower than that of the sum of combination is lower than that of the sum of
the individual elements (or businesses).the individual elements (or businesses).
DysergyDysergy
the individual elements (or businesses).the individual elements (or businesses).
-- The interaction of two or more agents or The interaction of two or more agents or
forces so that their combined effect is poor forces so that their combined effect is poor
than the sum of their individual effects.than the sum of their individual effects.
Prof. Prashant B. Kalaskar
- Stretch is the misfit between the resources &
aspirations.
- Leverage refers to concentrating, accumulating,
complementing, conserving & recovering the
resources in such a way that the available resource
are stretched so as to meet the aspirations that
Concept of Stretch, Leverage, & Fit
are stretched so as to meet the aspirations that
organization wants to achieve.
- Concept of fit is opposite to the concept of stretch,
it means- positioning the firm with available
resources so as to match with the requirements of
environment
Prof. Prashant B. KalaskarProf. Prashant B. Kalaskar
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Prof. Prashant B. Kalaskar
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