Xav koob tshuaj BCG Matrix: piv txwv ntawm cov kev tsim kho thiab tsom xam "Eksele" thiab "Lo Lus"

Enterprises uas tsim khoom los yog cov muab cov kev pab nyob rau hauv ib tug loj ntau yam, yuam kom nqa tawm ib tug sib piv tsom xam ntawm lub tuam txhab ua lag ua luam units los txiav txim rau qhov qee ntawm peev pab. Maximum nyiaj txiag kev nqis peev uas tau txais feem qhov chaw ntawm lub tuam txhab, uas coj cov nyiaj pab ntau tshaj cov nyiaj. Tool rau tswj cov khoom portfolio ua hauj lwm pab cov koob tshuaj BCG lawm matrix, ib qho piv txwv ntawm cov uas yog kev tsim kho thiab tsom xam yuav pab marketers ua kev txiav txim siab txog txoj kev loj hlob los yog liquidation ntawm lub tuam txhab ua lag ua luam units.

Lub tswvyim thiab essence ntawm lub koob tshuaj BCG lawm Matrix

Cov tsim ntawm ntev-lub sij hawm kev npaj ntawm lub tuam txhab, qhov tseeb muab faib rau cov nyiaj txiag pab ntawm lub Cheebtsam ntawm lub tuam txhab xaiv yaam portfolio yuav siv sij hawm qhov chaw los ntawm kev siv ntawm ib lub cuab tam uas tsim los ntawm lub Boston Consulting Group. Li no lub npe ntawm lub twj paj nruag - txoj kev loj hlob-qhia matrix. Ib qho piv txwv ntawm constructing ib lub system raws li nyob rau hauv lub dependence ntawm cov txheeb ze ua lag luam qhia tawm ntawm nws txoj kev loj hlob npaum li cas.

Competitiveness ntawm cov khoom qhia taw qhia ntawm cov txheeb ze sib qhia ntawm lub lag luam thiab ncua qhia yog xam los ntawm H. High axis, cov nqi ntawm uas yog ntau tshaj ib tug.

Attractiveness, kom loj hlob ntawm lub lag luam yog tsiag ntawv los ntawm tus nqi ntawm tus nqi ntawm nws kev loj hlob. Cov ntaub ntawv rau qhov no parameter tso rau lub matrix ntawm lub axis Y.

Tom qab xam cov txheeb ze kev faib ua feem thiab tus nqi ntawm txoj kev loj hlob ntawm lub lag luam rau txhua tus zoo, uas ua rau cov tuam txhab, cov ntaub ntawv yog kis rau ib tug system hu ua xav koob tshuaj BCG matrix (ib qho piv txwv ntawm lub cev yuav tsum tau tham rau hauv qab no).

quadrants ntawm lub matrix

Thaum npas raug faib los ntawm BKG qauv, txhua SKUs ntog mus rau hauv ib qho ntawm plaub quadrants ntawm lub matrix. Txhua quadrant nws muaj nws tus kheej lub npe thiab cov tswv yim rau kev daws teeb meem. Hauv qab no yog ib cov lus, muaj raws ntawm tib pawg raws li xav koob tshuaj BCG matrix, ib qho piv txwv ntawm kev tsim kho thiab tsom xam uas yog tsis tau ua tsis paub ntawm cov yam ntxwv ntawm txhua cheeb tsam.

Yam khoom tsom xam

QAUV kev tsim kho thiab tsom xam xav koob tshuaj BCG matrix tsis yooj yim sua yam uas tsis tau txiav txim los ntawm cov khoom uas yuav muab suav hais tias nyob rau hauv lub projection ntawm lub system.

1. kab ntawm ua lag ua luam uas yuav tsis muaj feem mus rau txhua lwm yam. Cov no tej zaum muaj xws li: Hairdressing thiab zus tau tej cov hluav taws xob kettles.
2. Assortment ntawm lub tuam txhab pab pawg neeg, muag nyob rau hauv tib lub lag luam. Piv txwv li, qhov kev muag khoom, qhov nqi xauj tsev, tsev kev muag khoom nyob thiab cov zoo li. Uas yog suav hais tias yog av ua lag luam.
3. Khoom num nyob rau hauv tib lub pab pawg neeg. Piv txwv li, ntau lawm posudohozyaystvennyh khoom ntawm cov iav, hlau los yog tej hub.

Xav koob tshuaj BCG Matrix: piv txwv ntawm kev tsim thiab tsom xam nyob rau hauv Excel

Yuav kom txiav txim seb qhov khoom lub neej voj voog thiab xaiv yaam kev npaj ntawm marketing kev ua ub no ntawm cov enterprise yuav muab suav hais tias ib qho piv txwv ntawm ib tug cuav cov ntaub ntawv rau qhov kev nkag ntawm qhov tsab xov xwm lub npe.

Thawj kauj ruam yog tus sau thiab muab tso ua ke ntawm cov ntaub ntawv nyob rau hauv lub rooj rau lub analyzed khoom. Qhov no lub lag luam yog yooj yim, koj yuav tsum tau tsim ib lub rooj nyob rau hauv "Eksele" thiab nkag mus rau cov ntaub ntawv mus rau hauv nws los ntawm lub tuam txhab.

Cov kauj ruam thib ob - muab xam rau ntawm kev ua lag luam indicators: tus nqi ntawm txoj kev loj hlob thiab txheeb ze sib qhia. Ua li no, lub hlwb yuav tsum tau teem ib lub rooj sau cov qauv rau cov tsis siv neeg muab xam:

• Nyob rau hauv cell E3, uas yog tus nqi ntawm tus nqi ntawm kev ua lag luam loj hlob, cov mis zoo li no: = C3 / B3. Yog hais tias nws muab ib tug ntau ntawm cov zauv qhov chaw, ces nws yog tsim nyog los txo lub ntsis tob rau ob tug.
• Tus txheej txheem yog zoo rau txhua yam khoom.
• Nyob rau hauv F9 cell lub luag hauj lwm rau cov txheeb ze sib qhia ntawm lub lag luam, lub mis zoo li no: = C3 / D3.

Cov no thiaj li sau cov lus.

Raws li lub rooj, hais tias cov thawj muag cov khoom poob los ntawm 37% nyob rau hauv 2015 thiab 3 nyob rau hauv cov khoom muaj zog los ntawm 49%. Competitiveness thiab txheeb ze ua lag luam qhia tawm ntawm cov thawj qeb ntawm cov khoom yog qis tshaj cov kev sib tw los ntawm 47%, tab sis lub thib peb thiab thib plaub khoom saum toj no 33% thiab 26% feem.

graphical zaub

Raws li cov ntaub ntawv lub rooj, ib tug matrix ntawm koob tshuaj BCG lawm ib qho piv txwv siv nyob rau hauv uas Eksele raws li nyob rau hauv xaiv ib daim duab ntawm lub hom "npuas".

Tom qab koj xaiv lub hom daim ntawv zoo nkaus li npliag teb, right-click nyob rau hauv uas koj xav mus qhib ib lub qhov rais rau xaiv cov ntaub ntawv rau populate lub matrix ntawm lub neej yav tom ntej.

Ntxiv ib tug xov tooj, sau nws nrog cov ntaub ntawv. Txhua series - yog ib yam khoom ntawm lub enterprise. cov ntaub ntawv rau tus thawj cov khoom yuav raws li nram no:

1. Lub npe kab - A3 cell.
2. X axis - lub cell F3.
3. Y axis - E3 cell.
4. Npuas loj - cov cell C3.

Qhov no ua (rau tag nrho plaub cov kev pab cuam) txoj kev loj hlob-qhia matrix, ib qho piv txwv ntawm qhov kev siv ntawm cov lwm cov khoom zoo ib yam li thawj zaug.

Hloov co hom

Thaum lub daim ntawv graphically qhia tag nrho cov khoom, yuav zom nws rau hauv quadrants. Qhov no delimitation sawv X-axis, lub US yuav tsum tau tsuas hloov lub automatic tej chaw ntawm lub axes. By txhaj nas nyob rau ntsug teev, xaiv cov "hom" tab nyob rau sab laug thiab ntawm lub vaj huam sib luag hu ua lub qhov rais "Format Xaiv".

Hloov cov ntsug axis:

• Qhov tsawg kawg nkaus tus nqi yog coj mus "0".
• Nqi siab tshaj plaws - nruab nrab SDT yog multiplied by 2: (0,53 + 0,56 + 1,33 + 1,26) / 4 = 0,92; 0,92 * 2 = 1,84.
• Basic thiab intermediate division - yog qhov nruab nrab ntawm SDT.
• Cov kev tshuam nrog lub axis X - nruab nrab SDT.

Hloov kab rov tav axis:

• Qhov tsawg kawg nkaus tus nqi yog coj mus "0".
• Cov nqi siab tshaj plaws yog coj "2".
• Qhov seem kev xaiv - ib tug "1".

Cov uas ua daim duab - qhov no yog txoj kev loj hlob-qhia matrix. Ib qho piv txwv ntawm cov qauv thiab tsom xam ntawm xws li ib tug qauv yuav teb rau qhov muaj feem thib txoj kev loj hlob ntawm lub assortment ntawm lub tuam txhab units.

kos npe

Yuav kom tiav qhov kev siv ntawm koob tshuaj BCG lawm system yog los tsim ib tug kos npe axes thiab quadrants. Koj yuav tsum xaiv cov daim ntawv thiab thov mus rau lub "Layout" seem ntawm qhov kev pab cuam. Siv cov icon "inscription", cursor yog coj mus rau tus thawj quadrant, thiab sau nws lub npe. Qhov no txoj kev yog pheej rov qab ua nyob rau hauv cov nram no peb qhov chaw ntawm lub matrix.

Yuav kom tsim tau ib daim ntawv lub npe, uas yog nyob rau hauv qhov chaw ntawm lub xav koob tshuaj BCG qauv yog xaiv lub tib lub npe icon tom ntej no los ntawm lub "Hmong."

Tom qab nyob rau ntawm sab laug mus rau sab xis nyob rau hauv "Layout» Excel toolbar 2010 raws li nyob rau hauv lub yav dhau los inscriptions tsim axis ntawv. Raws li ib tug tshwm sim, xav koob tshuaj BCG matrix, ib qho piv txwv ntawm kev tsim kho nyob rau hauv Excel uas tau raug xam tias yog yog raws li nram no:

Analysis SKUs

Siv cov kev faib ntawm ib daim duab raws li nyob rau hauv kev ua lag luam qhia tawm ntawm nws txoj kev loj hlob npaum li cas - nws yog ib nrab ntawm cov kev daws qhov teeb meem uas xaiv yaam li. Tseem ceeb heev lub sij hawm ntawd yog qhov tseeb txhais lus ntawm cov kev cai ntawm cov khoom nyob rau hauv lub lag luam thiab cov kev xaiv ntawm ntxiv kev ua (tswv yim) rau lawv txoj kev loj hlob los yog liquidation. Xav koob tshuaj BCG matrix tsom xam Piv txwv li:

Khoom №1, nyob rau hauv lub cheeb tsam ntawm uas tsis muaj nqi ntawm kev ua lag luam loj hlob thiab kev txheeb ze sib qhia. Qhov no luam khoom tau twb dhau lawm nws lub neej voj voog thiab lub tuam txhab profits nws theem. Nyob rau hauv ib tug tiag tiag qhov teeb meem no, nws yuav tsim nyog rau undertake ib tug ncauj lus kom ntxaws tsom xam ntawm tej khoom thiab los mus txiav txim lub tej yam kev mob ntawm lawv tso tawm nyob rau hauv lub qhaj ntawv ntawm lawv cov kev siv ntawm cov nyiaj. Raws, cov khoom no pab pawg neeg yog zoo dua mus kaws thiab tso cov kev pab raws kev coj kom txoj kev loj hlob ntawm pheej pab.

Khoom №2 yog ib tug loj hlob kev ua lag luam, tiam sis yuav tsum tau nqis peev uas yuav ua tau kom competitiveness. Nws yog ib tug pheej khoom.

Khoom №3 yog ntawm lub ncov ntawm lawv lub neej voj voog. Qhov no hom ntawm SKUs muaj siab SDT thiab ua lag luam loj hlob. Yuav tsum muaj zog peev mus ntxiv ua lag luam unit ntawm lub tuam txhab uas ua tau cov khoom no, nws coj ib tug neeg twg khwv tau los.

Khoom №4 - profit generator. Nyiaj tau los ntawm lub tuam txhab los ntawm cov muag khoom ntawm pawg no ntawm assortment rau lwm cov xav kom muab rau cov kev loj hlob №2 khoom 3.

zoo

Ib qho piv txwv ntawm cov qauv thiab tsom xam ntawm koob tshuaj BCG lawm matrix txhawb qhov kev tso tawm ntawm cov plaub tswv yim.

1. Qhov nce nyob rau hauv kev ua lag luam sib qhia. Qhov no txoj kev loj hlob txoj kev npaj no tau khoom uas yog nyob rau hauv lub cheeb tsam ntawm "Tsiaj qus miv" rau lub hom phiaj ntawm lawv khiav mus rau quadrant "hnub qub."
2. Preservation ntawm kev ua lag luam sib qhia. Yog xav tau ib tug ruaj khov nyiaj tau los ntawm lub "nyiaj ntsuab nyuj" yog pom zoo kom siv lub tswv yim no.
3. Poob ntawm kev ua lag luam sib qhia. Peb thov cov kev npaj rau lub zog "nyiaj ntsuab nyuj", "aub" thiab unpromising "Tsiaj qus miv".
4. Liquidation - ib lub tswv yim rau "dev" thiab unpromising "qus miv".

Xav koob tshuaj BCG Matrix: piv txwv ntawm qhov kev siv nyob rau hauv lo lus

Cov kev tsim qauv nyob rau hauv "Lo lus" yog ntau lub sij hawm-siv thiab tsis meej heev. ib qho piv txwv yuav raug xam tias yog raws li uas tau siv los mus tsim ib tug matrix "Eksele".

Muaj yog ib tug kem "Rate ntawm kev ua lag luam kev loj hlob", uas nws tseem ceeb yog xam raws li nram no: (1 cov ntaub ntawv kev loj hlob nqi) * 100%.

Thaum ib lub rooj ntawm plaub kab thiab txhua. Tus thawj kem ua ke rau hauv ib lub cell thiab kos npe rau raws li "The pace ntawm kev ua lag luam kev loj hlob." Nyob rau hauv lub tshuav txhua koj yuav tsum muab on-line officers nyob rau hauv thiaj li yuav tau txais ob tug loj cell nyob rau sab saum toj ntawm lub rooj thiab hauv qab ob kab sab laug. Raws li qhia.

Nyob rau hauv cov kab hauv qab yuav tswj xyuas "Tus kwv tij ua lag luam qhia tawm", saum toj no nws - qhov tseem ceeb tsawg dua los yog ntau dua 1. Xa mus rau cov ntaub ntawv lub rooj (lub xeem ob kab ntawm nws), pib lub ntsiab txhais ntawm lub quadrants ntawm cov khoom. Piv txwv li, tus thawj khoom, SDT = 0,53, uas yog tsawg tshaj li ib, lub ntsiab lus nws txoj hauj lwm yuav tsum yog cov ua ntej los yog plaub quadrant. The pace ntawm kev loj hlob ntawm lub lag luam - ib tug tsis zoo nqi ntawm -37%. Txij li thaum tus nqi ntawm nce nyob rau hauv tus nqi ntawm cov matrix yog muab faib nyob rau hauv 10%, whereas uniquely suav yam khoom 1 nkag rau hauv lub plaub quadrant. Cov tib muaj tshwm sim nrog rau seem uas faib SKUs. Cov yuav tsum coincide nrog daim duab "Excel".

Xav koob tshuaj BCG Matrix: piv txwv ntawm kev tsim thiab tsom xam txiav txim seb tus xaiv yaam txoj hauj lwm ntawm lub tuam txhab khoom kab thiab units muab kev koom tes nyob rau hauv kev txiav txim siab txog qhov qee ntawm cov kev pab ntawm lub enterprise.