Question

Critics argue that the BCG portfolio model sometimes provides misleading advice concerning how resources should be allocated across SBUs or product markets. What are some of the possible limitations of the model? What might a manager do to reap the benefits of portfolio analysis while avoiding at least some shortcomings you have identified?

Answer 1

Answer:

Limitation of the BCG model include;

• Market share and industry growth are not the only factors of profitability.

• Business can only be classified to four quadrants.

• It does not define what ‘market’ is.

• Does not include other external factors that may change the situation completely.

Explanation:

Necessary steps managers should take to overcome the limitations;

• BCG matrix can be used to analyze SBUs, separate brands, products or a firm as a unit itself. Which unit will be chosen will have an impact on the whole analysis.

• It is important to clearly define the market to better understand firm’s portfolio position.