The 9-field matrix of McKinsey. The 4-field matrix of BCG

Student research project from the year 2000 in the Department of Business Administration - Marketing, Corporate Communications, CRM, Market Research, Social Media. Grade: 1.3, Rheinische Fachhochschule Köln (Department of Business Administration). Course: Marketing Instruments. Language: German.

Abstract: If one rightly assumes that all entrepreneurial actions are dominated by the sales area, the analysis of the strategic business areas is of central importance. The planning of all sub-areas must always be based on the main bottleneck, the sales area. Thus, external opportunities in combination with internal resources have a direct impact on the strategic key figures of the company and, consequently, on short or long-term corporate goals. The portfolio analysis aims at these interrelationships by defining strategic business areas and observing their positions in the market.