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7/31/2019 Copy of Bp2008 Week8 Wegmann 2c
1/1
BCG Charts: How to make them with Excel
For more on what this chart is used for: see marketing courses in "lamswww.epfl.ch" AW 20050327
References:The original artic le in which the BCG chart is described is: A shorter explanation can be found in (page 69):
The Use of Growth Share Matrix in Strategic Planning, Marketing Management - Millennium Edition
Arnoldo Hax & Nicolas Majluf, Philip Kotler
The Institute of Management Science, 1983. Prentice Hall
Goal: compare position of "our company" in the 5 markets M1 .. M5 using a BCG chart
Market MSFr M1 M2 M3 M4 M5
Our Com an 1.00 0.50 1.00 2.00 0.50Com etitor 1 0.50 1.00 0.50 0.50 0.00
Competitor 2 0.25 2.50 0.00 1.00 1.00
Com etitor 3 0.25 0.00 0.00 0.50 0.50
Total 2001 2.00 4.00 1.50 4.00 2.00
Forecast 2003 2.25 4.5 2.5 5.5 3
Note: to give the equation on how to compute a compound growth
Growth / ear 6% 6% 29% 17% 22% =POWER(10;LOG("Market,Forecast 2003"/"Market, Total 2001";10)/2)-1Note: 2 corresponds to 2 years 2003 - 2001)
BCG Chart sim le version
Table 1:Title A B C D E Note: size of com an / bi est of its com etitor
X axis (relative share) 0.71 1.00 1.50 4.00 2.00 =+"Market,OurCompany"/MAX("Market,Competitor1":"Market,Competitor3")
Y axis (market growth) 15% 18% 7% 4% 4%
radius 0.5 1.6 1.8 3.2 0.5
BCG Chart (more elaborate version)
Table 2: A B C D E
0.71 15% 0.5
1.00 18% 1.6
1.50 7% 1.8
4.00 4% 3.2
0.20 4% 0.5
x radius radius radius radius radius
Note:more elaborate bubble chart - showing labels for datapoints
- this chart can be made only with a more complex table
How to do it:1 Select the range C56: M62 (in yellow)
2 Select the Chart Wizard with chart type: bubble chart
3 Select the chart and then in Excel menu:
4 Menu chart / Source Data / Data Series / Name: for eac5 Menu chart / Chart Options... / Data Labels: select Serie
6 Select the x axis in the chart and right click
7 Select in the menu: Format axis / Scale: (x) min 0.1, max
8 Select the y axis in the chart and right click:9 Select in the menu: Format axis /Scale : (y) min 0.1, max
10 Select one bubble in the chart and right click:
11 Select in the menu: Format data series / Options: area of
0%
10%
20%
30%
0.1110
AnnualMarketGrowthRate
Relative Market Share
BCG Matrix
Showing the 5 SBU'S
A
B
C
D
E
1.6
1.8
3.2
0.5
0.5
5
14
0%
10%
20%
30%
40%
0.101.0010.00
0%
5%
10%
15%
20%
25%
0.10 1.00
0.71
1.00
1.50
4.00
2.00
-50%
0%
50%
100%
150%
200%
250%
-0.2
8
22
10