BCG Matrix in Emerging or Fragmented Markets

Strategic Portfolio Management
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Yuri Lengue
Strategy Consultant, Angola

BCG Matrix in Emerging or Fragmented Markets

The tool is really great, but how to use it in fragmented industries where there is a lack of information making almost impossible to make intelligent decisions.
For instance how would market growth rate or market share be calculated under such conditions?

  birma ram
Student (MBA), India
 

BCG Matrix Growth Rates in Emerging Markets

Growth rates can be obtained from research companies, government surveys, forums, relative sales which can be collected from retailers and other points.
Beauty of this model is even you do not know exact market share, you need relative position of your brand and that you can find out from sample survey if not available readily.
For more help feel free to contact me.

   

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