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The initial step in preparing a marketing program is the evaluation of various products, such as participating in the company's results and that can be reckoned with in the future. For this purpose, compiled so. portfolio-matrix (BCG matrix), based on the idea that the profitability of key products is associated with a share on a given market and the pace Restu this market. It is used with a view to optimizing the product portfolio of the company wheres my refund so as to ensure optimum income generation and profit.
The vertical axis of the matrix indicates what the annual increase sales in markets where the company operates their products. It is assumed that the market growth rate reflects the market viability and stage of the life cycle of the product. The horizontal axis is captured relative share of the enterprise market, t. <> J. proportion to the turnover of the undertaking's turnover nearest competitor. This speaks volumes about the competitiveness of the company. The size of the circles is proportional to the size of the turnover products.
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