bcg matrix
PT. Unilever Indonesia, Tbk. memiliki 2 divisi yaitu Home & Personal Care dan Food & Ice Cream.Berdasarkan Boston Consulting Group (BCG) Matrix, Divisi Home & Personal care memiliki kontribusi terbesar dalam persentase penjualan yaitu 78% dari total revenue Rp. 12.545 Milyar, dengan growth rate rata-rata sebesar 22% sedangkan Divisi Food & Ice Cream hanya 22% dan growth rate sebesar 19%.
Sesuai diagram BCG Matrix, Divisi Home & Personal Care dianggap sebagai stars karena memiliki kontribusi pertumbuhan penjualan yang besar dengan pangsa pasar yang relatif besar juga, sedangkan Divisi Food & Ice Cream dianggap sebagai Cash cows karena tingkat pertumbuhan penjualannya lebih rendah tapi mempunyai pangsa pasar yang relatif tinggi. Dengan posisi ini stars, PT. Unilever Indonesia, Tbk. dapat memilih untuk melakukan strategi seperti market penetration, market development, product development, backward integration, forward integration, horizontal integration, di posisi Cash Cows, dapat mencoba melakukan strategi product development atau concentric diversification.
http://harningsih-ningsihblog.blogspot.com/2010/05/boston-consulting-grup-matrix-pada-pt.html
An Example?
See the indicative (ie made-up!) example for Unilever on the left. Its global portfolio has brands in each stage of their lifecycle.
They have someemerging stars, in particular brands like VO5 or Ben and Jerry’s that have been recently launched or acquired and have not yet been exploited in the full power of Unilever’s global distribution machine.
They have huge Power brands where they continuously invest in innovation to maintain differentiation, like Lux or Surf.
They also have some older brands in the portfolio, with high awareness in selected markets but likely to be undifferentiated with aging demographics. Vaseline and Brylcreem (Since 1928) may be “has-beens”.
Finally, the Birdseye brand was one of Unilever’s earliest brands, from the 1930s. It lost differentiation against supermarket
Sesuai diagram BCG Matrix, Divisi Home & Personal Care dianggap sebagai stars karena memiliki kontribusi pertumbuhan penjualan yang besar dengan pangsa pasar yang relatif besar juga, sedangkan Divisi Food & Ice Cream dianggap sebagai Cash cows karena tingkat pertumbuhan penjualannya lebih rendah tapi mempunyai pangsa pasar yang relatif tinggi. Dengan posisi ini stars, PT. Unilever Indonesia, Tbk. dapat memilih untuk melakukan strategi seperti market penetration, market development, product development, backward integration, forward integration, horizontal integration, di posisi Cash Cows, dapat mencoba melakukan strategi product development atau concentric diversification.
http://harningsih-ningsihblog.blogspot.com/2010/05/boston-consulting-grup-matrix-pada-pt.html
An Example?
See the indicative (ie made-up!) example for Unilever on the left. Its global portfolio has brands in each stage of their lifecycle.
They have someemerging stars, in particular brands like VO5 or Ben and Jerry’s that have been recently launched or acquired and have not yet been exploited in the full power of Unilever’s global distribution machine.
They have huge Power brands where they continuously invest in innovation to maintain differentiation, like Lux or Surf.
They also have some older brands in the portfolio, with high awareness in selected markets but likely to be undifferentiated with aging demographics. Vaseline and Brylcreem (Since 1928) may be “has-beens”.
Finally, the Birdseye brand was one of Unilever’s earliest brands, from the 1930s. It lost differentiation against supermarket