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Darstellung und Beurteilung des Produktportfolios mittels BCG Matrix in einem Unternehmen by Anonymous

Darstellung und Beurteilung des Produktportfolios mittels BCG Matrix in einem Unternehmen

by Anonymous
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Book cover type: Paperback
  • ISBN13: 9783346769411
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 22
  • Original Price: USD 25.5
  • Language: German
  • Edition: N/A
  • Item Weight: 41 grams
  • BISAC Subject(s): Accounting / Financial

Essay aus dem Jahr 2021 im Fachbereich BWL - Controlling, Note: 1,3, FOM Essen, Hochschule für Oekonomie & Management gemeinnützige GmbH, Hochschulleitung Essen früher Fachhochschule, Sprache: Deutsch, Abstract: In der Vergangenheit haben die Digitalisierung, die Globalisierung, die Expansion vieler Unternehmen und die sich schnell entwickelnden Märkte für komplexe Herausforderungen bei einer gro en Zahl von Unternehmen gesorgt. Es stand die Optimierung der eigenen Produkte und der eigenen Produktion im Vordergrund, bis die Sicht auf sich selbst nicht mehr zum Erfolg führte. Daher wurde in den 1960er Jahren ein Modell benötigt, welches die einzelnen Geschäftseinheiten des Unternehmens untereinander verglich und auch den Aspekt des Wettbewerbs und dem Markt nicht missachtete. So entstand in den 60er und 70er Jahren zwei Modelle der Portfolioanalyse, da sich Unternehmen mehr und mehr an den Bedürfnissen des Marktes orientierten. Es entstanden die bis heute für Unternehmen nützliche Boston Consulting Matrix (BCG) sowie eine erweiterte Form, die McKinsey Matrix. Die folgende wissenschaftliche Ausarbeitung soll zunächst die BCG-Matrix darstellen und beurteilen durch die Abwägung der Vor- und Nachteile dieses Modells. Anschlie end wird auf die erweiterte Form der 4-Felder-Matrix eingegangen. Die McKinsey Matrix soll hierbei eine Rolle spielen und die Gemeinsamkeiten und Unterschiede zur BCG-Matrix aufzeigen. Abschlie end sollen die wichtigsten Aussagen in einem Fazit zusammengefasst werden.

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