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Professor Ken Homa Georgetown University. Portfolio Matrix. Proprietary Material. K.E. Homa
Professor Ken Homa Georgetown University Portfolio Matrix Proprietary Material © K.E. Homa Opinion The single most important MBA framework … Mat...
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Portfolio Matrix
Proprietary Material © K.E. Homa
Opinion The single most important MBA framework …
Matrix oriented on the two most important questions: • How attractive is the industry ? • How strong is the company’s competitive position ?
Portfolio Matrix MARKET ATTRACTIVENESS
Low
High
- Size - Growth - Margins
Profit Pool ?
Market Attractiveness Many factors can be considered (see any strategy textbook)
Easy to lose forest in the trees Key question: size of profit pool
Portfolio Matrix MARKET ATTRACTIVENESS
Low
High
COMPETITIVE POSITION
Competitive Position
- Market Presence Established? First Mover?
- Positioning - Differentiation - Relative Cost
Profit Pool ?
Key question: Potentially Winnable Share of Pool
Share?
Each of the 4 quadrants has an associated generic strategy…
Portfolio Matrix
COMPETITIVE POSITION
MARKET ATTRACTIVENESS
Low
High
Harvest
Grow / Protect
Share? Divest
Develop or Withdraw
Profit Pool ?
Matrix sorting has applicability to multiple applications…
Portfolio Matrix
COMPETITIVE POSITION
MARKET ATTRACTIVENESS
Low
High
Harvest
Grow / Protect
Applications Opportunity screening Investment strategy
Divest
Develop or Withdraw
Portfolio balancing
Portfolio Matrix Links to PLC …
Portfolio Matrix
Market Attractiveness
Start with the basic Portfolio Matrix …
Competitive Position Low
High
Develop or Withdraw
Grow / Protect
Profit Pool ? Divest
Harvest
Share?
Flip the axes…
Portfolio Matrix
Competitive Position
Market Attractiveness Low
High
Harvest
Grow / Protect
Share? Divest
Develop or Withdraw
Profit Pool ?
Flip the columns …
Portfolio Matrix
Competitive Position
Market Attractiveness High
Low
Grow / Protect
Harvest
Share? Develop or Withdraw
Divest
Profit Pool ?
Overlay the PLC…
Portfolio Matrix
Competitive Position
Market Attractiveness High
Low
Growth
Maturity
Grow / Protect
Harvest
PLC Share?
Develop or Withdraw
Divest
Intro
Decline
Profit Pool ?
Balanced portfolio: • Profits growth • Internally financed
Can then link to more specific PLC management direction…
Product Life Cycle Maturity Growth
Decline
Introduction
• Typical pattern, conceptually based • Cash flow critical, portfolio linked • Manageable: strategically, tactically
PLC Management Maturity
Longer The “Long Tail” PLC Regeneration
Growth Higher Market Development Versioning
Introduction
More Likely
Decline
Faster Diffusion of Innovation Technology Adoption
Roger’s 5 Factors Crossing the Chasm
Worth betting ?
More profitably …
Differentiated PLC Management PLC Phase
Investment Policy
Strategic Role
Management Focus
Introduction
Phased / Selective
Establish a strategic Market position 1st Mover ? beachhead
Growth
Aggressive
Provide a base of future cash flows
Sales/Share Installed base
Maturity
Contained
Generate cash for current needs
Profitable Share
(e.g. cost reduction and line extensions)
Decline
Highly Restrictive
(including NPD)
Maximize short-term Profits/Cash profits; contain any Last standing ? wind-down losses
Linking PLC & Value Disciplines Main Street
The Chasm
Early Market
The Tornado The Bowling Alley Product Leadership Customer Intimacy
Customer Intimacy Operations Excellence
Appendices A - Portfolio Matrix Variants B – Link to HomaFiles Point & Click Map
Appendix A
Portfolio Matrix Variants
BCG Portfolio Matrix Questions
High
Stars
?
R e l a ti v e G r o w t h
Low Dogs
Low
Relative Market Share
Cash Cows
High
GE Portfolio Matrix Business Strength Strong
Medium
Weak
High
Protect Position
Invest to Build
Build Selectively
Medium
Build Selectively
Selectivity/ Manage for Earnings
Limited Expansion or Harvest
Manage for Earnings
Divest
Low
Protect and Refocus
Strategies
Portfolio Matrix Opportunity Screening
COMPETITIVE POSITION
MARKET ATTRACTIVENESS
Low
High
Why ?
Go
No Go How to ?
Portfolio Matrix – Poker Analogy
Strength of Hand
Size of Kitty Low
High
Raise
Call Share?
Fold
Draw
Profit Pool ?
Appendix B
Link to Homa Files Point & Click Map
click to link to Homa Files Point & Click Map
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