PHN TCH MA TRN BCG CA VINAMILK:

1. Xc nh danh mc cc SBU v nh gi trin vng tng lai ca chng.

SBU

TN SP

DOANH S S I
TH

DOANH S
BN TOP 3

A
B

SA CHUA
SA HP
NGI SAO
DIELAC
MAMA
SA TI
CAFE EN

0.5
1.9

8
22

0.7; 0.6; 0.5

1.9; 1.4; 1.0

TNG
TRNG
TH
TRNG
(MRG)
15%
8%

1.8

14

1.8; 1.2; 1.0

17%

3.2
0.5

5
10

3.2; 1.8; 0.7

2.5; 1.8; 1.7

4%
4%

C
D
E

RMS(A) = 0.5/0.7 = 0.71

RMS(B) = 1.9/1.4 = 1.36
RMS(C) = 1.8/1.2 = 1.5
RMS(D) = 3.2/1.8 = 1.78
RMS(E) = 0.5/2.5 = 0.2
2. Sp xp cc SBU vo ma trn BCG (Ai v dm ci ny i)

3. Xc nh chin lc cho tng SBU

Question Mark: SBU(A) nm trong ny thng mi c thnh lp trong ngnh c MGR
cao, nhng c RMS v doanh s nh nhng c tim nng sinh li cao. V th, Cng ty cn cn
nhc u t vn ng k cho SBU(A) ny nhm tng RMS.
Star: SBU nm ny thng dn u v RMS ngnh c MGR cao v thng i u vi
s cnh tranh gay gt nhng c kh nng sinh li ln nn cng ty phi u t vn cao. Theo
thi gian nu cc SBU ny gi c RMS cao ngnh ny s i vo n nh v MGR s gim,
cc SBU s chuyn sang Cash Cows.
Cash Cows: SBU(D,B) thuc ny l ngun cung cp ti chnh cho cng ty v ang hot ng
sinh li n nh nn gi l Cash Cows nu SBU ny khng gi c v tr ban u s chuyn
sang Dog.
Dog: SBU(E) nm trong ny rt c t kh nng mang li kh nng mang li li nhun cho
cng ty hoc l ang thua l v kh c c hi pht trin. Mt khi sn phm ca cc SBU ny c
nhng ci tin vt bc v cht lng, mu m, cc SBU ny c th chuyn sang Question
Mark hay Cash Cows nhng thng phi u t vn rt ln v gp nhiu kh khn, v th
cng ty xem xt c th gt hi ngay hoc loi b cc SBU ny.
KT LUN:
Doanh nghip khi phn tch ma trn BCG s gip cho vic phn b cc ngun lc cho cc SBU
mt cch hp l, t xc nh xem cn hay b mt SBU no . Tuy nhin ma trn cng bc

l mt s im yu: Qu n gin khi ch s dng 2 ch tiu RMS v MGR xc nh v tr

SBU trn th trng m khng a ra c chin lc c th cho cc SBU, khng xc nh v
tr SBU kinh doanh cc sn phm mi.