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Kritische Diskussion der BCG-Matrix am Anwendungsbeispiel Apple by Annick, Braun

Kritische Diskussion der BCG-Matrix am Anwendungsbeispiel Apple

by Braun Annick
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Book cover type: Paperback
  • ISBN13: 9783346186904
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Publication Date:
  • Pages: 30
  • Original Price: USD 26.9
  • Language: German
  • Edition: 1. Auflage
  • Item Weight: 50 grams
  • BISAC Subject(s): Research & Development

Studienarbeit aus dem Jahr 2020 im Fachbereich BWL - Unternehmensforschung, Operations Research, Note: 2,2, ( Europäische Fernhochschule Hamburg ), Sprache: Deutsch, Abstract: In dieser Arbeit wird die BCG-Matrix, welche eine Portfolioanalyse für die Rentabilität eines Produktes ist, herausfinden, wie die vier verschiedenen Kategorien sowie ihre empfohlenen Normstrategien genau dargestellt werden. Danach wird die BCG-Matrix praktisch am Unternehmen Apple Computer Inc. angewendet und die Produkte wie iPhone, iPad, Apple Watch, Apple Computer und Apple TV werden analysiert. Der Grundgedanke des Marketing - die konsequente Ausrichtung des gesamten Unternehmens an den Bedürfnissen des Marktes - hat sich in den meisten Branchen und Unternehmen durchgesetzt. Angesichts der hohen Wettbewerbsintensität und Dynamik der Marktentwicklung, gesättigter und fragmentierter Märkte, eines sich schnell wandelnden, hybriden Konsumverhaltens sowie einer zunehmenden Internationalisierung wird es für Unternehmen zukünftig immer schwieriger, sich am Markt zu behaupten. Als in den 1970er-Jahren immer mehr Unternehmen in ganz unterschiedlichen Geschäftsfeldern tätig wurden, entwickelte die Unternehmensberatungsfirma Boston Consulting Group (BCG) ein Konzept, das bis heute als Grundlage für unternehmerische Investitionsentscheidungen verwendet wird: die BCG-Matrix. Die BCG-Matrix erlaubt eine Bewertung strategisch relevanter Geschäftseinheiten auf Basis zukünftiger Gewinnchancen (Marktwachstum) und der gegenwärtigen Wettbewerbsposition (relativer Marktanteil) und kann so eine wichtige Grundlage strategischer Entscheidungen darstellen.

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