The Bcg-Matrix (German)

In: Business and Management

Submitted By blaine
Words 3855
Pages 16
BCG-MATRIX

Inhalt
1. Vorwort 3
2. Ziel und Zweck der BCG-Matrix 3
3. Die BCG-Matrix – Ein Portfolioanalyse-Instrument 4
4. Theoretische Fundierung 5
5. Aufbau der Matrix 7
6. Durchführung der BCG-Matrix-Analyse 8
6.1 Schritt 1: Abgrenzung der Geschäftseinheiten 8
6.2 Schritt 2: Beurteilung der Marktattraktivität 8
6.3 Schritt 3: Beurteilung der Position der Geschäftseinheit 9
6.4 Schritt 4: Beurteilung der Leistung der Geschäftseinheit 9
6.5 Schritt 5: Analyse anhand der 4-Felder-Matrix 11
6.5.1 Question Marks 11
6.5.2 Stars 12
6.5.3 Cash Cows 13
6.5.4 (poor) Dogs 13
7. Wie können Unternehmen vom BCG-Konzept profitieren? 14
8. Vor- und Nachteile der BCG-Matrix 15
8.1 Vorteile 15
8.2 Nachteile 16
9. Allgemeine Kritik betreffend der Anwendbarkeit der Portfolioanalyse im heutigen Businessumfeld 17
10. Schlusswort 18
11. Abbildungsverzeichnis 19
12. Literaturverzeichnis 20

Vorwort
Die Geschichte lehrt, dass in der Mitte des 20. Jahrhunderts sich immer mehr und mehr Unternehmen einer, mit konventionellen Mitteln, kaum mehr beherrschbaren Komplexität in der Unternehmensführung gegenübergestellt sahen. Schneller wachsende Märkte, die aufkommende Globalisierung und der immer stärker werdende Konkurrenzkampf waren mitunter Gründe dafür.
Eine Vielzahl an strategischen Planungsinstrumenten wurde zur Unterstützung im Umgang mit dieser Komplexität konzipiert. Speziell die Portfolio-Konzepte, welche an Markowitzs finanztheoretische Portefeuille-Theorie angelehnt sind, schienen am erfolgversprechendsten zu sein (Fink, 2004: 28).
Diesen Portfolio Ansatz verfolgte auch Bruce D. Henderson, Gründer der Boston Consulting Group (BCG), als er Ende der 60er Jahren das Marktwachstums- und Marktanteils-Portfolio entwickelte. Der anfängliche Erfolg dieser Portfolioanalyse-Methode war so überwältigend, dass sie für den grössten Teil der zwei darauf…...

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