/ Vi phat triin thuong hieu;
a. Md hinh phan tich vd quyit dinh chiin lucre cua BCG;
Chien luge dau tu, canh tranh dua tren danh gia ve tiem nang thi trudng va ty trpng chiem ITnh thi trudng tuong ddi. Trong dd thi trudng tang trudng tren 10%/nam dugc coi la tang trudng cao, thap hon dugc coi la tang trudng thap. Ty trpng chiem ITnh thi trudng tuong ddi dugc tinh bang thi phan cua cdng ty chia thj phan ciia dich thii Idn nhat. Neu ty le nay Idn hon 1 thi dugc coi la chiem ty trgng cao, neu nhd hon hoac bang I dugc coi la chiem ty trpng thap. Cac khu vuc ket hgp hai yeu td tiem nang tang trudng thi trudng va ty trpng ciia cdng ty dugc cho trong bang dudi day. Tuong ung vdi moi sir ket hgp eiia 2 yeu td, cdng ty se cd chien luge canh tranh dugc coi la hgp ly, dd la:
6 Sao: thi trudng tang trudng cao, cdng ty dang chiem uu thi tren thi trudng. Chiin luge hgp ly luc nay cua cdng ty la tiep tuc dau tu Idn, chiem thi phan Idn, thu lgi nhuan vua phai. 6 bo sija: thj trudng tang trudng thap, cdng ty chiem uu thi tren thi trudng. chiin luge hgp ly
la dku tu vua phai, giir vi tri, thu lgi Idn.
6 dau hdi: thj trudng tang trudng cao nhung cdng ty khdng chiem uu thi tren thi trudng. Co 2 chiin luge: hoac dau tu Idn canh tranh ddi dau true tiep vdi ngudi dan dau dl hoac chiin
thing thi se trd thanh kieu sao la thu lgi vua phai hoac thua thi se tdn thk vi dau tu Idn khdng
dem lai lgi ich tuong xiing. Cach thu hai la dau tu vua phai thu lgi vua phai. Liie nay cdng ty tu xac dinh la ke theo sau nen khdng ddi dau canh tranh, chii yeu danh vao cac phan khiic thj trudng bd ngd de thu lgi.
6 yeu kem: khi tang trudng thi trudng thap va cdng ty ciang khdng chiem uu the tren thi trudng. Liic nay chien luge hgp ly cua cdng ty la tiet kiem tdi da chi phi, dau tu rat it de thu loi nhuan.
Muc tang trudng thi trudng >10%
Muc tang trudng thi trudng <10%
Ty trgng chiem ITnh thi trudng tuong ddi R >1
Ngdi sao (Stars)
Bd sira (Cash Cows)
Ty trpng chiem ITnh thj trudng tuong ddi R <1 Dau hdi (Question mark)
Yeu kem (Dogs)