贝恩增长率份额矩阵分析方法.pptVIP

* Strategic implication: Exit Hold share and invest to maintain leadership Starting with an incorrect business definition can lead to company exiting a business it should keep. Discount Store Chain’s Share on a National Basis Discount Store Chain’s Share on a Regional Basis 10% 20% Market Growth Incorrect Business Definition Correct Business Definition 0% 10% 20% 0.1 0.2 0.5 1 2 5 10 Market Growth National RMS 1.5 Weighted Average Regional RMS 0% 0.5 1 2 5 10 1.5 Business Definition (2 of 2) * *Unit volume is preferable to revenue since unit volume will be more closely related to experience For each business within a corporate portfolio, you must collect three sets of data: RMS, market growth, and total revenues. Relative Market Share (RMS): (X-axis) Market Growth Rate: (Y-axis) Total revenues: (Bubble size) What You Need Calculations Market size Leader’s market share Followers’ market shares Future real growth rate (adjusted for inflation) Market, not company-specific growth rate RMS based on units* for leader = RMS for other players = Revenue for each business Expected revenue growth (usually average annual growth rate over next five years) next largest player’s share leader’s share leader’s share player’s share Data Collection * What You Need Market size Leader’s market share Follower’s market share Literature searches Client data or interviews Industry associations, publications, and websites Literature searches Competitor annual reports Industry reports Investment analyst reports Distributor interviews Customer interviews Competitor websites DB reports Industry associations Industry experts Model of derived demand Client’s financials (including PLs for each business) There are several sources you might consult to find Growth/Share data. You will need to make judgments on various sources. market growth rate Revenue for each business Where To Find It Data Sources * Growth/Share Matrix overview The framework Quadrant strategies Applications