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La Matrice BCG

(6 votes)

Écrit par Mathieu Barascou

03-02-2008

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La Matrice BCG
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Explications et fonctionnement de la matrice...

Le Boston Consulting Group (BCG), à la fin des années 1960, propose d’évaluer sur une matrice (matrice BCG) chaque activité de l’entreprise. Cette matrice est une matrice d'allocation de ressources au sein d'un portefeuille d'activités. Elle concerne les entreprises diversifiées qui sont présentes sur plusieurs domaines d'activité stratégique (DAS en français, SBU (Strategic Business Unit) en anglais).

Growth Share Matrix

La position par rapport aux axes de cette matrice indique la part de marché relative du produit considéré (relative par rapport aux concurrents directs) et la croissance du marché. La grandeur du cercle qui représente le produit est une mesure du chiffre d'affaires.

L'analyse part du principe que :

	une croissance significative du marché correspond à une croissance des dépenses dues aux investissements,
	une grande part relative du marché s'accompagne de bénéfices plus importants

	les points d'interrogations : petite part du marché (gains faibles) - croissance du marché importante (dépenses importantes) = cashflow négatif élevé
	les étoiles : part de marché importante (gains importants) -importante croissance du marché (dépenses importantes) = cashflow faible (positif)
	les vaches : importante part de marché (gains importants) - faible croissance du marché (dépenses faibles) = cashflow positif élevé
	les chiens : petite part de marché (gains faibles) - faible croissance de marché (dépenses faibles) = faible cashflow (négatif)

Sur la base de cette répartition on peut distinguer quatre catégories de produits, ayant chacune leurs propres caractéristiques :

Les points d'interrogations peuvent être l'avenir de l'entreprise : si la part de marché augmente ils peuvent évoluer en étoile. Les étoiles ont réussi leur processus d'évolution : elles entament une période au cours de laquelle les investissements vont décroître (les dépenses vont diminuer) alors que la part du marché (les gains) reste importante. Elles évoluent en vaches.
Les vaches réalisent des gains importants avec un minimum de dépenses. Ces produits permettent de réaliser des gains très importants.
Les chiens ne contribuent (pratiquement) pas aux gains. Cette situation n'évoluera pratiquement pas du fait de la faible croissance du marché. Il peut s'agir d'anciennes vaches qui ont perdu leur part du marché. Il peut cependant être intéressant de poursuivre la vente de ces produits si elle contribue à la vente d'autres produits, plus lucratifs.

Une entreprise doit veiller à avoir un portefeuille de produits équilibré (ni trop ni trop peu de points d'interrogation, d'étoiles ou de vaches). Au moyen de l'analyse BCG l'entreprise peut s'en faire une opinion et adapter sa politique d'innovation.

Source: http://erwan.neau.free.fr et http://fr.wikipedia.org

L'analyse BCG, parfois appelée Growth Share Matrix, est une méthode pour classifier et évaluer des produits. Les produits sont représentés dans une matrice comme celle représentée ici.

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