Portfolio analysis: BCG matrix of industrial growth and market share

Tema ovoga rada je Portfolio analiza: BCG matrica industrijskog rasta i tržišnog udjela . Kao takav rad obrađuje uvod u strateški menadžment , ulogu i razvoj strategije u strateškom menadžmentu, strategiju kao pojam, proces strateškog menadžmenta. Važno je istaknuti i kako strategija ima svoje razine a to su globalna razina, razina poslovnih jedinica te razina poslovnog funkcijskog područja. U radu je odrađeno pet generičkih konkurentskih strategija koje su izuzetno bitne za uspješno konkuriranje i ostvarivanje konkurentske prednosti nad konkurentima. Također odrađena je cjelina portfolio strategija koja se bavi alokacijom sredstava radi najbolje bilance u jednoj grupi poduzeća. Obrađene su portfolio matice koje služe kao moćna analitička metoda i koje pomažu menadžeru pri donošenju odluka a to su BCG matrica industrijskog rasta i tržišnog udjel, McKinsey/ GE matica industrijske privlačnosti i poslovne snage te ADL matrica životnog ciklusa industrije i konkurentskog položaja. Te za kraj rada poduzeće Kraš provedeno kroz matricu industrijskog rasta i tržišnog udjela.The topic of this paper is Portfolio analysis: BCG matrix of industrial growth and market share. As such, the paper deals with the introduction to strategic management, the role and development of strategy in strategic management, strategy as a concept, the process of strategic management. It is important to point out that the strategy has its levels, which are the global level, the level of business units and the level of the business functional area. The paper deals with five generic competitive strategies that are extremely important for successful competition and achieving competitive advantages over competitors. The entire portfolio of the strategy dealing with the allocation of funds for the best balance in one group of companies was also completed. Portfolio nuts that serve as a powerful analytical method and that help the manager in making a decision are processed, such as BCG matrix of industrial growth and market share, McKinsey / GE matrix of industrial attractiveness and business strength ADL matrix of industry life cycle and competitive position. And for the end of the company Kraš proved through the matrix of industrial growth and market share