{"id":12032,"date":"2020-06-17T20:28:00","date_gmt":"2020-06-17T18:28:00","guid":{"rendered":"https:\/\/www.sgnafo-praxis.ch\/quest-ce-que-la-matrice-bcg-analyse-de-portefeuille\/"},"modified":"2024-07-25T18:11:31","modified_gmt":"2024-07-25T16:11:31","slug":"quest-ce-que-la-matrice-bcg-analyse-de-portefeuille","status":"publish","type":"post","link":"https:\/\/www.sgnafo-praxis.ch\/fr\/quest-ce-que-la-matrice-bcg-analyse-de-portefeuille\/","title":{"rendered":"Qu\u2019est-ce que la matrice BCG ?\n(Analyse de portefeuille)"},"content":{"rendered":"<p>Pour qu\u2019une entre\u00adprise puisse r\u00e9ussir \u00e0 long terme, il faut assurer un \u00e9quilibre dans le porte\u00adfeuille de produits ou de services. <br>En s\u2019inspirant de Hedley (1977), les deux dimen\u00adsions de la part de march\u00e9 et de la crois\u00adsance du march\u00e9 peuvent \u00eatre utilis\u00e9es : les produits et services sont positi\u00adonn\u00e9s en cons\u00e9\u00adquence sur ces deux dimen\u00adsions (part de march\u00e9 et crois\u00adsance : la <strong>matrice BCG<\/strong>) (la matrice Boston Consulting Group). <br>Dans le cas des <strong>\u201cchiens de fa\u00efence\u201d<\/strong>, la crois\u00adsance du march\u00e9 est inf\u00e9rieure \u00e0 la moyenne et la part de march\u00e9 est nettement plus faible par rapport aux principaux concurrents.<br>\nD\u2019un point de vue strat\u00e9\u00adgique, la recom\u00adman\u00addation est g\u00e9n\u00e9ra\u00adlement le d\u00e9sin\u00adve\u00adstis\u00adsement et\/ou la liquidation.<br>\nLes produits ou services de la cat\u00e9gorie <strong>\u201cvaches \u00e0 traire\u201d<\/strong> sont conserv\u00e9s,&nbsp; les marges de contri\u00adbution sont absorb\u00e9es en cons\u00e9\u00adquence et investies dans d\u2019autres domaines.<br>\nPar exemple, ces marges b\u00e9n\u00e9fi\u00adci\u00adaires sont investies dans des <strong>\u201cstars\u201d <\/strong><strong>:<\/strong> premi\u00e8\u00adrement, la part de march\u00e9 propre&nbsp; est d\u00e9j\u00e0 importante par rapport \u00e0 la concur\u00adrence, et deuxi\u00e8\u00admement, la crois\u00adsance importante doit encore \u00eatre financ\u00e9e.<br>\nSi la part de march\u00e9 est faible et la crois\u00adsance du march\u00e9 importante, il s\u2019agit des <strong>\u201cpoints d\u2019inter\u00adro\u00adgation\u201d.<\/strong><br>\nIl faut alors d\u00e9cider de mani\u00e8re tr\u00e8s s\u00e9lective comment traiter ces produits\/services.     <\/p>\n<p>Pour en savoir plus, consultez le document suivant&nbsp;:<\/p>\n<h2 class=\"post-title single-post-title entry-title\"><a href=\"https:\/\/www.sgnafo-praxis.ch\/fr\/n-05-succession-des-pme-strategie-dentreprise\/\"><g id=\"gid_0\">Fascicule n\u00b0 5 : Succession des PME \u2014 L\u2019h\u00e9ritage est-il l\u2019avenir ?<\/g> <\/a><\/h2>\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Pour qu\u2019une entre\u00adprise puisse r\u00e9ussir \u00e0 long terme, il faut assurer un \u00e9quilibre dans le porte\u00adfeuille de produits ou de services. En s\u2019inspirant de Hedley (1977), les deux dimen\u00adsions de la part de march\u00e9 et de la crois\u00adsance du march\u00e9 peuvent \u00eatre utilis\u00e9es : les produits et services sont positi\u00adonn\u00e9s en cons\u00e9\u00adquence sur ces&nbsp;deux&nbsp;[\u2026]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[292],"tags":[296,71],"class_list":["post-12032","post","type-post","status-publish","format-standard","hentry","category-questions-et-reponses-faq","tag-stabilite-et-forme-physique-strategie-dentreprise","tag-strategie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Qu&#039;est-ce que la matrice BCG ? 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