Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives
AbstractProduct portfolio analysis is a critical aspect of small and medium-sized enterprises (SMEs) strategic planning and decision-making. It helps SMEs assess their existing product offerings, identify areas for improvement, and make well informed decisions about which products to keep, discontin...
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| Format: | Article |
| Language: | English |
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Taylor & Francis Group
2023-12-01
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| Series: | Cogent Business & Management |
| Subjects: | |
| Online Access: | https://www.tandfonline.com/doi/10.1080/23311975.2023.2233272 |
| _version_ | 1797389607250165760 |
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| author | Gelmar García-Vidal Alexander Sánchez-Rodríguez Reyner Pérez-Campdesuñer Rodobaldo Martínez-Vivar |
| author_facet | Gelmar García-Vidal Alexander Sánchez-Rodríguez Reyner Pérez-Campdesuñer Rodobaldo Martínez-Vivar |
| author_sort | Gelmar García-Vidal |
| collection | DOAJ |
| description | AbstractProduct portfolio analysis is a critical aspect of small and medium-sized enterprises (SMEs) strategic planning and decision-making. It helps SMEs assess their existing product offerings, identify areas for improvement, and make well informed decisions about which products to keep, discontinue, or add to their portfolio. This type of analysis is crucial for SMEs as it enables them to optimize their product mix, allocate resources effectively, and respond to market changes, thereby ensuring growth and profitability. The objective of the research is to present a new product portfolio analysis tool that SMEs with a more efficient and effective way of evaluating their product offerings paying attention to those that cause a negative impact on performance. The Contribution Margin and Quantity Matrix (CMQ matrix) enables SMEs to gain a deeper understanding of their product mix, identify areas for improvement, and make informed decisions about which products to keep, discontinue, or add to their portfolio. This can lead to increased efficiency, better resource allocation and increased competitiveness, ultimately contributing to the success and profitability of the SME. The proposed instrument allowed decisions to be made after being applied in the analysis of the product portfolio of a retail store. The application of the proposed matrix allowed the analysis and decision making in relation to the product portfolio of an SME, facilitating an improvement in the performance indicators of the products studied. |
| first_indexed | 2024-03-08T22:59:27Z |
| format | Article |
| id | doaj.art-4fe4d2628e0c44e4a09a01800e8ce108 |
| institution | Directory Open Access Journal |
| issn | 2331-1975 |
| language | English |
| last_indexed | 2024-03-08T22:59:27Z |
| publishDate | 2023-12-01 |
| publisher | Taylor & Francis Group |
| record_format | Article |
| series | Cogent Business & Management |
| spelling | doaj.art-4fe4d2628e0c44e4a09a01800e8ce1082023-12-16T01:16:11ZengTaylor & Francis GroupCogent Business & Management2331-19752023-12-0110310.1080/23311975.2023.2233272Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternativesGelmar García-Vidal0Alexander Sánchez-Rodríguez1Reyner Pérez-Campdesuñer2Rodobaldo Martínez-Vivar3Universidad UTE, Faculty of Law, Administrative and Social Sciences, Santo Domingo, EcuadorUniversidad UTE, Faculty of Law, Administrative and Social Sciences, Santo Domingo, EcuadorUniversidad UTE, Faculty of Law, Administrative and Social Sciences, Quito, EcuadorUniversidad UTE, Faculty of Law, Administrative and Social Sciences, Quito, EcuadorAbstractProduct portfolio analysis is a critical aspect of small and medium-sized enterprises (SMEs) strategic planning and decision-making. It helps SMEs assess their existing product offerings, identify areas for improvement, and make well informed decisions about which products to keep, discontinue, or add to their portfolio. This type of analysis is crucial for SMEs as it enables them to optimize their product mix, allocate resources effectively, and respond to market changes, thereby ensuring growth and profitability. The objective of the research is to present a new product portfolio analysis tool that SMEs with a more efficient and effective way of evaluating their product offerings paying attention to those that cause a negative impact on performance. The Contribution Margin and Quantity Matrix (CMQ matrix) enables SMEs to gain a deeper understanding of their product mix, identify areas for improvement, and make informed decisions about which products to keep, discontinue, or add to their portfolio. This can lead to increased efficiency, better resource allocation and increased competitiveness, ultimately contributing to the success and profitability of the SME. The proposed instrument allowed decisions to be made after being applied in the analysis of the product portfolio of a retail store. The application of the proposed matrix allowed the analysis and decision making in relation to the product portfolio of an SME, facilitating an improvement in the performance indicators of the products studied.https://www.tandfonline.com/doi/10.1080/23311975.2023.2233272product portfolioSMEsdecision-makingretail storeCMQ matrix |
| spellingShingle | Gelmar García-Vidal Alexander Sánchez-Rodríguez Reyner Pérez-Campdesuñer Rodobaldo Martínez-Vivar Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives Cogent Business & Management product portfolio SMEs decision-making retail store CMQ matrix |
| title | Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives |
| title_full | Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives |
| title_fullStr | Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives |
| title_full_unstemmed | Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives |
| title_short | Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives |
| title_sort | contribution margin and quantity matrix to analyze the product portfolio in the context of smes criticism of the bcg matrix and its alternatives |
| topic | product portfolio SMEs decision-making retail store CMQ matrix |
| url | https://www.tandfonline.com/doi/10.1080/23311975.2023.2233272 |
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