Matrice BCG ex : l'Oreal
Étude de cas : Matrice BCG ex : l'Oreal. Recherche parmi 300 000+ dissertationsPar jlroxxor • 30 Novembre 2015 • Étude de cas • 262 Mots (2 Pages) • 4 815 Vues
BCG Matrix (Boston Consulting Group)
We will analyze Oréal's business portfolio to analyze the products on the market and formulate a number of policy proposal for the group. To analyze the business portfolio of L'Oréal, we will use the BCG matrix.
SBU | Growth rate | Relative market share | |
A | Consumers Products division | 5,6% | 4822,3 |
B | Professional products division | 5,3% | 1362,6 |
C | Luxe offer | 9,7% | 2104 |
D | Active cosmetics division | 4,7% | 773,1 |
Market share : is the percentage of the total market that is being serviced by the company, measured either in revenue terms or unit volume terms.
RMS = Business Unit sales this year Leading rival sales this year
We also had the Body shop but there is a lack of informations so we can’t ad dit in our bord.
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Interpretation
The L'Oreal business portfolio seems well balanced.
- The most profitable of the group represents the Luxe offer and Consumers Products divisions, these prestigious brands generate strong liquidity but also demand high investments. So these are the star products. It is a profitable activity.
- Professional products are placed in the category questions. They require investments to be transferred to the heading stage.
- The active cosmetics are the dogs phase. They have to be innovated or abandoned.
Interpretation
The L'Oreal business portfolio seems well balanced.
- The most profitable of the group represents the Luxe offer and Consumers Products divisions, these prestigious brands generate strong liquidity but also demand high investments. So these are the star products. It is a profitable activity.
- Professional products are placed in the category questions. They require investments to be transferred to the heading stage.
- The active cosmetics are the dogs phase. They have to be innovated or abandoned.
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