Bibliographic description of the article for the citation:
Василий Вартанян and Евгения Скрипкина. BKG matrix and receptions of its improvement//Science online: International Scientific e-zine - 2019. - №1. - https://nauka-online.com/en/publications/ekonomika/2019/1/matritsa-bkg-i-priemy-ee-sovershenstvovaniya/
The basic principles and features of the construction of the BCG matrix are considered. Differences in the notation and interpretation of individual concepts used in this popular business management tool are noted. It was noted that one of the main achievements of the BCG matrix was that it established a rigid link between strategic positioning and financial performance and is an easy approach to understanding and using the strategic analysis of an organization’s corporate activities. Particular attention is paid to review the shortcomings and limitations inherent, in the opinion of some authors, to this method. Among the most frequently mentioned deficiencies of the BCG matrix, it is noted that when forming a matrix, it can be difficult to find relevant information on competitors' products, for example, its cost, which is not included in the statistical reporting, as well as in the balance sheets and annual reports of enterprises that can be found in the register of enterprises. For successful application, the matrix requires a good knowledge of competitors, the market, sufficiently accurate positioning of the company's products on it, but does not provide suitable analysis tools. Thus, the BKG model is based on a fuzzy definition of the market and market share for the business industry. Some of the techniques are proposed. allowing to parry individual comments, namely: the possibility of taking into account the incompleteness and unreliability of information, when making strategic decisions, using the BCG matrix. It has been suggested that some of the considered elements of the table for constructing the BKG matrix, unlike the others, have an inaccurate description. This means that their image in the fields of the matrix may vary within certain limits set by experts. The causes of fluctuations in the positioning of the elements of the BKG matrix in the coordinates “relative market share: inaccurate data on the share of sales of a competitor; incorrectly outlined the boundaries of the market (incorrectly identified the nearest competitor). In the coordinates of “market growth rates”: the market growth rate is determined by the incoming money supply, and not the product sales of goods and, therefore, does not reflect the real situation on the market. This interpretation of the source data implies the analysis of the obtained “diffuse” BCG matrix to establish the following characteristics: robustness (stability) of the strategic decisions made to the uncertainty (inaccuracy) of the source data, as well as the limits of permissible errors of statistical data for the adopted product strategies.