{"id":283998,"date":"2024-04-30T09:00:00","date_gmt":"2024-04-30T07:00:00","guid":{"rendered":"https:\/\/sherpas.com\/blog\/?p=283998"},"modified":"2025-03-14T09:19:25","modified_gmt":"2025-03-14T08:19:25","slug":"matrice-bcg","status":"publish","type":"post","link":"https:\/\/sherpas.com\/blog\/matrice-bcg\/","title":{"rendered":"Tout ce qu\u2019il faut savoir sur la matrice BCG \ud83c\udfaf"},"content":{"rendered":"\n<p>Tu es fan de marketing et tu veux faire des matrices BCG pour le restant de tes jours ? Mince, reprenons\u2026 Tu aimerais <strong>comprendre les sp\u00e9cificit\u00e9s de la matrice BCG<\/strong>\u00a0pour devenir un as de cette notion ? Alors, tu es au bon endroit ! <\/p>\n\n\n\n<p>Alors,\u00a0<strong>comment fonctionne r\u00e9ellement la matrice BCG<\/strong>\u00a0? Pourquoi est-elle encore utilis\u00e9e aujourd\u2019hui malgr\u00e9 certaines limites ? Et surtout,\u00a0<strong>comment les entreprises l\u2019appliquent-elles concr\u00e8tement<\/strong>\u00a0pour maximiser leur rentabilit\u00e9 ? On t&#8217;explique tout.<\/p>\n\n\n\n<p><strong>Pr\u00eat \u00e0 d\u00e9couvrir les secrets d\u2019un outil pas mal utilis\u00e9 en strat\u00e9gie d\u2019entreprise et dont tu entendras souvent parler en marketing ?<\/strong>\u00a0C\u2019est parti pour un d\u00e9cryptage complet !<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Comprendre la matrice BCG \ud83e\udd14<\/h2>\n\n\n\n<p>Avant de directement plonger dans la pratique, il vaut mieux se mouiller la nuque et entrer doucement dans ce concept bien particulier. \ud83d\ude09<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pr\u00e9sentation du concept de la matrice BCG\ud83d\udd75\ufe0f\u200d\u2642\ufe0f<\/h3>\n\n\n\n<p>Et si l\u2019on faisait un petit d\u00e9tour historique ?&nbsp;<\/p>\n\n\n\n<p>La matrice BCG (<em>Boston Consulting Group<\/em>) est un <strong>outil d&#8217;analyse strat\u00e9gique<\/strong> utilis\u00e9 par les entreprises pour g\u00e9rer leur portefeuille de produits. D\u00e9velopp\u00e9e dans les ann\u00e9es 1970 par Bruce Henderson pour le cabinet de conseil \u201cBoston Consulting Group\u201d, <strong>cette <a href=\"https:\/\/sherpas.com\/blog\/puissance-d-une-matrice\/\">matrice<\/a> aide \u00e0 \u00e9valuer les produits en fonction de leur potentiel de croissance et de leur part de march\u00e9 relative.<\/strong><\/p>\n\n\n<section class=\"you-know\">\n                <div class=\"you-know__title\"><p><span style=\"font-weight: 400;\">La part de march\u00e9 relative, c\u2019est quoi ? \ud83e\udd14<\/span><\/p>\n<\/div>\n                        <div class=\"you-know__text\">\n            <p><span style=\"font-weight: 400;\">La part de march\u00e9 relative ou encore la PDM (pour les intimes) correspond \u00e0 <strong>la position de l&#8217;entreprise par rapport \u00e0 un seul de ses <a href=\"https:\/\/sherpas.com\/blog\/concurrence-esh-definition\/\">concurrents<\/a>.<\/strong><\/span><\/p>\n<p data-start=\"548\" data-end=\"784\">Mais <strong data-start=\"553\" data-end=\"601\">comment fonctionne r\u00e9ellement la matrice BCG<\/strong> ? Pourquoi est-elle encore utilis\u00e9e aujourd\u2019hui malgr\u00e9 certaines limites ? Et surtout, <strong data-start=\"689\" data-end=\"748\">comment les entreprises l\u2019appliquent-elles concr\u00e8tement<\/strong> pour maximiser leur rentabilit\u00e9 ?<\/p>\n\n        <\/div>\n              <\/section>\n\n\n<section class=\"read-also\">\n    <p class=\"read-also__title\">\u00c0 lire aussi<\/p>\n            <div class=\"read-also__list\">\n            <p>Pssst, en parlant de concurrent, tu peux d\u00e9couvrir notre article sur <a href=\"https:\/\/sherpas.com\/blog\/concurrence-pure-parfaite\/\">la concurrence pure et parfaite<\/a> ! \ud83d\ude09<\/p>\n\n        <\/div>\n    <\/section>\n\n\n\n<p>Simplement, pour assurer sa p\u00e9rennit\u00e9, une entreprise doit avoir un portefeuille de produits ou m\u00eame d\u2019activit\u00e9s bien \u00e9quilibr\u00e9.&nbsp;<\/p>\n\n\n\n<p>Il faut des produits qui soient :<\/p>\n\n\n<ul class=\"list-formatted\">\n                <li data-symbol=\"\ud83c\udfce\ufe0f\">\n            <span>\n            <p><strong>moteurs<\/strong><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83e\udd11\">\n            <span>\n            <p><span style=\"font-weight: 400;\">et qui<strong> apportent de la rentabilit\u00e9.<\/strong><\/span><\/p>\n\n            <\/span>\n        <\/li>\n            <\/ul>\n    \n\n\n\n<p>Il en faut potentiellement d\u2019autres qui seront moteur en devenir. L\u2019objectif sera de venir renforcer ou remplacer les produits moteurs.<strong> La matrice BCG sert tout simplement \u00e0 positionner les produits<\/strong> ou encore les activit\u00e9s de l&#8217;entreprise en fonction de deux crit\u00e8res :<\/p>\n\n\n<ul class=\"list-formatted\">\n                <li data-symbol=\"\ud83c\udfc3\">\n            <span>\n            <p><span style=\"font-weight: 400;\">Le dynamisme du march\u00e9 ;<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83e\udd1d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">La part de march\u00e9 relative de l\u2019entreprise.<\/span><\/p>\n\n            <\/span>\n        <\/li>\n            <\/ul>\n    \n\n\n<section class=\"push \">\n        <div >\n            \n                                                <div class=\"push__container  qcd\" data-target=\"_self\" data-qcd=\"aHR0cHM6Ly9zaGVycGFzLmNvbS9wcm9mZXNzZXVycz9zdWJqZWN0PU1hbmFnZW1lbnQrZXQrZ2VzdGlvbitkJTI3ZW50cmVwcmlzZSZzaWdudXA9dHJ1ZQ==\" data-banner=\"2\" data-name=\"CPM1 Management\" style=\"background-color: #F3FBF7\" >\n                                                                        <div class=\"push__teachers\">\n    <div class=\"d-flex justify-content-center d-md-none\">\n        <img decoding=\"async\" class=\"push__logo\" src=\"\/content\/themes\/sherpas-theme\/dist\/images\/logo.svg\" alt=\"Logo Sherpas\">\n    <\/div>\n    <div class=\"swiper\">\n        <div class=\"swiper-wrapper\">\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Louise2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Louise<\/p>                          <p class=\"push__teachers-school\">Mines ParisTech<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">24\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Noemie2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">No\u00e9mie<\/p>                          <p class=\"push__teachers-school\">M2 en droit \u00e0 Assas<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">19\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/David2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">David<\/p>                          <p class=\"push__teachers-school\">EDHEC<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">25\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Thibault2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Thibault<\/p>                          <p class=\"push__teachers-school\">ENS Paris Ulm<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">20\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Alma2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Alma<\/p>                          <p class=\"push__teachers-school\">ENS Paris-Saclay<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">24\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Emma2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Emma<\/p>                          <p class=\"push__teachers-school\">Dauphine<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">15\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Sophie2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Sophie<\/p>                          <p class=\"push__teachers-school\">Sciences Po Bordeaux<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">12\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Emilie2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Emilie<\/p>                          <p class=\"push__teachers-school\">Sciences Po Lyon<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">19\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n                                                    <div class=\"push__content\">\n                                                            <div  class=\"d-none d-md-block\" >\n                                    <img decoding=\"async\" class=\"push__logo\" src=\"\/content\/themes\/sherpas-theme\/dist\/images\/logo.svg\"\n                                        alt=\"Logo Sherpas\">\n                                <\/div>\n                                                                                        <div class=\"push__title\"><p>Besoin d&#8217;un <span style=\"color: #4cc583;\">prof particulier<\/span> de management ? <span role=\"image\" aria-label=\"\u2728\">\u2728<\/span><\/p>\n<\/div>\n                                                                                        <div class=\"push__text\"><p>Nos Sherpas sont l\u00e0 pour t&#8217;aider \u00e0 progresser et prendre confiance en toi !<\/p>\n<\/div>\n                                                        <div class=\"push__promo-button   \">\n                                                                                                    <div\n                                        class=\"btn btn-primary\"\n                                        style=\"color: ; border-color: ; background-color: \"\n\n                                    >\n                                        JE PRENDS UN COURS GRATUIT !\n                                    <\/div>\n                                                            <\/div>\n                                                    <\/div>\n                                    <\/div>\n                                    <\/div>\n    <\/section>\n\n\n\n<h3 class=\"wp-block-heading\">Les diff\u00e9rents quadrants de la matrice BCG<\/h3>\n\n\n\n<p>Comme les horloges, la matrice BCG poss\u00e8de des quadrants. Plus pr\u00e9cis\u00e9ment, elle poss\u00e8de 4 quadrants qui sont bien d\u00e9finis. On t&#8217;explique tout !<\/p>\n\n\n<ul class=\"list-formatted\">\n                <li data-symbol=\"\u2b50\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Les \u00e9toiles :<\/strong> ce quadran concerne les produits qui ont \u00e0 la fois une forte part de march\u00e9 et un fort taux de croissance. Ils sont <\/span><i><span style=\"font-weight: 400;\">leaders<\/span><\/i><span style=\"font-weight: 400;\"> sur des march\u00e9s en croissance rapide. Cependant, ils n\u00e9cessitent souvent d&#8217;importants investissements pour maintenir leur position et stimuler la croissance. \u00c0 long terme, les \u00e9toiles peuvent \u00e9voluer en vaches \u00e0 lait si leur march\u00e9 devient plus mature et moins dynamique.<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83d\udc04\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Les vaches \u00e0 lait :<\/strong> ce sont des produits qui g\u00e9n\u00e8rent des flux de tr\u00e9sorerie importants. Ils occupent une position dominante dans des march\u00e9s \u00e0 faible croissance. Bien qu&#8217;ils n&#8217;exigent pas d&#8217;investissements importants pour maintenir leur part de march\u00e9, ils g\u00e9n\u00e8rent des b\u00e9n\u00e9fices qui peuvent \u00eatre utilis\u00e9s pour soutenir d&#8217;autres unit\u00e9s d&#8217;affaires, comme les \u00e9toiles ou les dilemmes. Marrant comme nom, pas vrai ?<\/span><\/p>\n<p><br style=\"font-weight: 400;\" \/><br style=\"font-weight: 400;\" \/><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83e\udd14\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Les dilemmes :<\/strong> aussi appel\u00e9s &#8220;enfants \u00e0 probl\u00e8mes&#8221;, ces produits ont une faible part de march\u00e9, mais se trouvent dans des march\u00e9s \u00e0 forte croissance. Ils requi\u00e8rent donc des d\u00e9cisions strat\u00e9giques difficiles : soit investir massivement pour augmenter leur part de march\u00e9, soit se retirer si on estime qu&#8217;ils ne deviendront pas rentables \u00e0 terme, d&#8217;o\u00f9 les dilemmes.<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\u2620\ufe0f\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Les poids morts :<\/strong> les poids morts ont une faible part de march\u00e9 dans des march\u00e9s \u00e0 faible croissance. Ils ne g\u00e9n\u00e8rent g\u00e9n\u00e9ralement pas de profits et peuvent m\u00eame entra\u00eener des pertes. Souvent, la meilleure option strat\u00e9gique est de se d\u00e9sengager de ces produits ou unit\u00e9s d&#8217;affaires, \u00e0 moins qu&#8217;ils ne fournissent des b\u00e9n\u00e9fices strat\u00e9giques d&#8217;une autre nature bien \u00e9videmment.<\/span><\/p>\n\n            <\/span>\n        <\/li>\n            <\/ul>\n    \n\n\n\n<p>Ces explications vont permettre de comprendre la matrice et de pouvoir l&#8217;analyser \ud83d\ude09\u00a0<br>Tu n\u2019as pas tout compris ? Demande \u00e0 un de nos Sherpas de te faire un <a href=\"https:\/\/sherpas.com\/cours\/marketing\">cours de soutien en marketing<\/a>. \ud83d\ude09<\/p>\n\n\n<section class=\"push \">\n        <div >\n            \n                                                <div class=\"push__container  qcd\" data-target=\"_self\" data-qcd=\"aHR0cHM6Ly9zaGVycGFzLmNvbS9wcm9mZXNzZXVycz9zdWJqZWN0PU1hbmFnZW1lbnQrZXQrZ2VzdGlvbitkJTI3ZW50cmVwcmlzZSZzaWdudXA9dHJ1ZQ==\" data-banner=\"2\" data-name=\"CPM2 Management\" style=\"background-color: #F3FBF7\" >\n                                                                        <div class=\"push__teachers\">\n    <div class=\"d-flex justify-content-center d-md-none\">\n        <img decoding=\"async\" class=\"push__logo\" src=\"\/content\/themes\/sherpas-theme\/dist\/images\/logo.svg\" alt=\"Logo Sherpas\">\n    <\/div>\n    <div class=\"swiper\">\n        <div class=\"swiper-wrapper\">\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Simon2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Simon<\/p>                          <p class=\"push__teachers-school\">4e ann\u00e9e de m\u00e9decine<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">26\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Emilie2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Emilie<\/p>                          <p class=\"push__teachers-school\">Sciences Po Lyon<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">19\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Noemie2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">No\u00e9mie<\/p>                          <p class=\"push__teachers-school\">M2 en droit \u00e0 Assas<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">19\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Emma2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Emma<\/p>                          <p class=\"push__teachers-school\">Dauphine<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">15\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Thibault2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Thibault<\/p>                          <p class=\"push__teachers-school\">ENS Paris Ulm<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">20\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Antoine2x.png);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Antoine<\/p>                          <p class=\"push__teachers-school\">Sciences Po Paris<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">18\u20ac\/h\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Alma2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Alma<\/p>                          <p class=\"push__teachers-school\">ENS Paris-Saclay<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">24\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                                            <div class=\"swiper-slide\">\n                    <div class=\"push__teachers-card\">\n                        <div\n                            class=\"push__teachers-profil\"\n                            \n                            style=\"background-image: url(https:\/\/sherpas.com\/content\/uploads\/2022\/01\/Jade2x.jpg);\"\n                        >\n                    <\/div>\n                         <p class=\"push__teachers-name\">Jade<\/p>                          <p class=\"push__teachers-school\">Sciences Po Paris<\/p>                                                     <div class=\"push__teachers-note\">\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                                    <svg  class=\"active\" >\n                                        <use\n                                            xlink:href=\"\/content\/themes\/sherpas-theme\/dist\/images\/sprite.svg#star\"\/>\n                                    <\/svg>\n                                                            <\/div>\n                                                 <p class=\"push__teachers-price\">21\u20ac\/h<\/p>                     <\/div>\n                <\/div>\n                    <\/div>\n    <\/div>\n<\/div>\n                                                    <div class=\"push__content\">\n                                                            <div  class=\"d-none d-md-block\" >\n                                    <img decoding=\"async\" class=\"push__logo\" src=\"\/content\/themes\/sherpas-theme\/dist\/images\/logo.svg\"\n                                        alt=\"Logo Sherpas\">\n                                <\/div>\n                                                                                        <div class=\"push__title\"><p>Ton premier <span style=\"color: #4cc483;\">cours particulier<\/span> de management est <span style=\"color: #4cc483;\">offert<\/span> ! <span role=\"image\" aria-label=\"\ud83c\udf81\">\ud83c\udf81<\/span><\/p>\n<\/div>\n                                                                                        <div class=\"push__text\"><p>Tous nos profs sont pass\u00e9s par les meilleures \u00e9coles de France !<\/p>\n<\/div>\n                                                        <div class=\"push__promo-button   \">\n                                                                                                    <div\n                                        class=\"btn btn-primary\"\n                                        style=\"color: ; border-color: ; background-color: \"\n\n                                    >\n                                        J\u2019EN PROFITE !\n                                    <\/div>\n                                                            <\/div>\n                                                    <\/div>\n                                    <\/div>\n                                    <\/div>\n    <\/section>\n\n\n\n<h3 class=\"wp-block-heading\">Les \u00e9tapes pour construire une bonne matrice BCG 1\ufe0f\u20e3<\/h3>\n\n\n\n<p>La matrice BCG se construit en 3 \u00e9tapes avant de pouvoir faire l\u2019objet d\u2019une analyse. On t\u2019explique tout !<\/p>\n\n\n\n<p><strong>\u2705 \u00c9tape 1<\/strong>: il va falloir \u00e9valuer chaque activit\u00e9 de l\u2019entreprise et\/ou des concurrents en fonction de deux crit\u00e8res :&nbsp;<\/p>\n\n\n\n<p><strong>La part de march\u00e9 relative : <\/strong>expliqu\u00e9e pr\u00e9c\u00e9demment, elle se calcule comme ceci : part de march\u00e9 de l\u2019entreprise\/part de march\u00e9 moyenne des principaux concurrents.<\/p>\n\n\n\n<p><strong>Le taux de croissance du march\u00e9 :<\/strong> le taux de croissance du march\u00e9 fait tout simplement r\u00e9f\u00e9rence au pourcentage d&#8217;augmentation de la taille globale du march\u00e9. Cela se mesure sur une p\u00e9riode bien sp\u00e9cifique.<\/p>\n\n\n\n<p><strong>\u2705 \u00c9tape 2 <\/strong>: par la suite, il faudra placer les diff\u00e9rentes activit\u00e9s sur un graphique avec en ordonn\u00e9es les taux de croissance et en abscisse la part de march\u00e9 relative, qui sont les deux principaux crit\u00e8res \u00e9valu\u00e9s.<\/p>\n\n\n\n<p><strong>\u2705 \u00c9tape 3<\/strong>: pour que l\u2019analyse soit de qualit\u00e9, il faudra tenir en compte d\u2019autres crit\u00e8res. Eh oui, ce n\u2019est pas si simple que \u00e7a finalement. Il faudra potentiellement prendre en compte le volume d\u2019activit\u00e9, le niveau de rentabilit\u00e9, ou encore le cycle de vie du produit.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Application de la matrice BCG\u00a0\ud83e\uddee<\/h2>\n\n\n\n<p>Apr\u00e8s ces nombreuses explications, passons \u00e0 la pratique ! Es-tu pr\u00eat jeune Padawan ?<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/media.giphy.com\/media\/v1.Y2lkPTc5MGI3NjExNGdxYWhqZHh4ZWdzZzc4bTF2a3NydWZndGM4ejhmZ3Y5N2pieTd5NyZlcD12MV9pbnRlcm5hbF9naWZfYnlfaWQmY3Q9Zw\/26DN48mfu3uWJ3J7y\/giphy.gif\" alt=\"yoda qui s'exprime &quot;Patience you must have my young Palawan&quot;\" style=\"width:400px;height:auto\"\/><\/figure><\/div>\n\n\n<p>Pour r\u00e9aliser une matrice BCG il va falloir que tu disposes de certaines informations :<\/p>\n\n\n<ul class=\"list-formatted\">\n                <li data-symbol=\"\ud83d\udc4d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">le taux de croissance du march\u00e9 cibl\u00e9,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83d\udc4d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">la part de march\u00e9 de l\u2019entreprise,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83d\udc4d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">la part de march\u00e9 moyenne du concurrent principal,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83d\udc4d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">la part de march\u00e9 relative de l\u2019entreprise,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83d\udc4d\">\n            <span>\n            <p><span style=\"font-weight: 400;\">le revenu d\u00e9gag\u00e9 par chaque produit ou domaine d\u2019activit\u00e9 strat\u00e9gique (DAS).<\/span><\/p>\n\n            <\/span>\n        <\/li>\n            <\/ul>\n    \n\n\n<section class=\"you-know\">\n                <div class=\"you-know__title\"><p><span style=\"font-weight: 400;\">C\u2019est quoi un domaine d\u2019activit\u00e9 strat\u00e9gique ? \ud83e\uddd0<\/span><\/p>\n<\/div>\n                        <div class=\"you-know__text\">\n            <p><span style=\"font-weight: 400;\">C\u2019est un <strong>ensemble d&#8217;activit\u00e9s que propose une entreprise.<\/strong> Par exemple, les DAS de Coca-Cola sont <\/span><span style=\"font-weight: 400;\">\u00a0les boissons gazeuses, les non gazeuses, le caf\u00e9 et le th\u00e9, etc.<\/span><\/p>\n\n        <\/div>\n              <\/section>\n\n\n\n<p>L\u2019exemple sera fictif, cuisin\u00e9 par vos Sherpas pr\u00e9f\u00e9r\u00e9s. \ud83d\ude42<\/p>\n\n\n\n<p>Nous allons repr\u00e9senter le portefeuille de produits d\u2019une entreprise de cam\u00e9ra. <strong>Elle commercialise 4 types de cam\u00e9ras.<\/strong> Supposons que les cam\u00e9ras 1 et 2 soient vendues pour les professionnels et que les 3 et 4 le soient pour les particuliers.<\/p>\n\n\n\n<p><strong>Taux de croissance du march\u00e9 des cam\u00e9ras pour professionnel :<\/strong> 17%<\/p>\n\n\n\n<p><strong>Taux de croissance du march\u00e9 des cam\u00e9ras pour particulier :<\/strong> 23%<\/p>\n\n\n\n<p><strong>Part de march\u00e9 de la cam\u00e9ra 1 : <\/strong>16% \/ concurrent principal : 13% (PMR = 1,28)<\/p>\n\n\n\n<p><strong>Part de march\u00e9 de la cam\u00e9ra 2 : <\/strong>8% \/ concurrent principal : 17%&nbsp; (PMR = 0,47)<\/p>\n\n\n\n<p><strong>Part de march\u00e9 de la cam\u00e9ra 3 : <\/strong>13% \/ concurrent principal : 9% (PMR = 1,65)<\/p>\n\n\n\n<p><strong>Part de march\u00e9 de la cam\u00e9ra 4 : <\/strong>5% \/ concurrent principal : 15% (PMR = 0,34)<\/p>\n\n\n\n<p><strong>CA :&nbsp;<\/strong><\/p>\n\n\n<ul class=\"list-formatted\">\n                <li data-symbol=\"\ud83c\udfa5\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Cam\u00e9ra 1 =<\/strong> 400, <\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83c\udfa5\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Cam\u00e9ra 2 =<\/strong> 80,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83c\udfa5\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Cam\u00e9ra 3 =<\/strong> 120,<\/span><\/p>\n\n            <\/span>\n        <\/li>\n                <li data-symbol=\"\ud83c\udfa5\">\n            <span>\n            <p><span style=\"font-weight: 400;\"><strong>Cam\u00e9ra 4 =<\/strong> 100<\/span><\/p>\n\n            <\/span>\n        <\/li>\n            <\/ul>\n    \n\n\n\n<p>Voici donc \u00e0 quoi pourrait ressembler la matrice BCG de ce cas fictif :<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" width=\"1024\" height=\"768\" src=\"https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg\" alt=\"exemple de matrice BCG\" class=\"wp-image-284001\" srcset=\"https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=1024 1024w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=300 300w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=768 768w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=167 167w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=363 363w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=288 288w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=495 495w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=265 265w, https:\/\/adymrxvmro.cloudimg.io\/v7\/https:\/\/adymrxvmro.cloudimg.io\/v7\/sherpas.com\/content\/uploads\/2024\/04\/10.jpg?q=90&amp;org_if_sml=1&amp;w=60 60w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure><\/div>\n\n<section class=\"relance\">\n        <div >\n                            <a  href=\"https:\/\/sherpas.com\/\">\n                    <div class=\"relance__container\"\n                        >\n                        \n                                                        <picture>\n                            <source srcset=\"https:\/\/sherpas.com\/content\/uploads\/2023\/07\/relance-cours-particulier-8.jpg\" media=\"(min-width: 999px)\">\n                            <source srcset=\"https:\/\/sherpas.com\/content\/uploads\/2023\/07\/relance-cours-particulier-8.jpg\" media=\"(max-width: 999px)\">\n                                <img decoding=\"async\"\n                                    src=\"https:\/\/sherpas.com\/content\/uploads\/2023\/07\/relance-cours-particulier-8.jpg\"\n                                    alt=\"Personne qui donne des cours particuliers\"\n                                >\n                            <\/picture>\n                                                <div class=\"relance__content\">\n                            \n                                <div class=\"relance__title\"> <p>Besoin d&#8217;un cours particulier en ligne ? <span style=\"font-weight: 400;\">\ud83e\uddd0<\/span><\/p>\n<\/div>\n                                                        <button type=\"button\"\n                                    class=\"relance__button btn btn-white\">\n                                Viens prendre ton cours ici !\n                            <\/button>\n                        <\/div>\n                    <\/div>\n                <\/a>\n                    <\/div>\n    <\/section>\n\n    \n\n\n<p>\u00c0 pr\u00e9sent, nous pouvons analyser cette matrice. On peut donc remarquer que <strong>la cam\u00e9ra 1 est la vache \u00e0 lait<\/strong>, mais sur un march\u00e9 pas encore arriv\u00e9 \u00e0 maturit\u00e9. <strong>La cam\u00e9ra 3 est la future vedette du march\u00e9<\/strong> (on dit bien future). <strong>La 4 est malheureusement un dilemme<\/strong> et <strong>la 2 est un poids mort<\/strong> donc il vaudrait mieux la retirer du march\u00e9. \ud83e\uddd0<\/p>\n\n\n<section class=\"read-also\">\n    <p class=\"read-also__title\">\u00c0 lire aussi<\/p>\n            <div class=\"read-also__list\">\n            <p>Tu passes le bas de SES en fin d&#8217;ann\u00e9e ? D\u00e9couvre notre article sur <a href=\"https:\/\/sherpas.com\/blog\/citation-ses\/\">les citations \u00e0 mettre dans ta copie de SES<\/a> !<\/p>\n\n        <\/div>\n    <\/section>\n\n\n\n<p>Bref, que tu sois \u00e9tudiant en commerce, en management ou simplement curieux de strat\u00e9gie d\u2019entreprise, la\u00a0<strong>matrice BCG<\/strong>\u00a0est un mod\u00e8le incontournable pour analyser un portefeuille de produits et comprendre comment les entreprises prennent leurs d\u00e9cisions. Gr\u00e2ce \u00e0 cette m\u00e9thode, il devient plus facile d\u2019identifier\u00a0<strong>les produits \u00e0 fort potentiel, ceux en difficult\u00e9 et ceux n\u00e9cessitant des investissements strat\u00e9giques<\/strong>.<\/p>\n\n\n\n<p>Alors, on esp\u00e8re que gr\u00e2ce \u00e0 nos explications et \u00e0 l&#8217;exemple, tu es maintenant cal\u00e9 sur le sujet. Enfin, on l&#8217;esp\u00e8re ! Si ce n\u2019est pas le cas, tu peux toujours faire appel \u00e0 l\u2019un de nos <a href=\"https:\/\/sherpas.com\/cours\/marketing\">professeurs particuliers de marketing<\/a>. \ud83d\ude09<\/p>\n\n\n\n<p>On te souhaite pleins de bonnes choses pour cette fin d\u2019ann\u00e9e scolaire, <em>ciao! <\/em>\ud83d\udc4b<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/media.giphy.com\/media\/v1.Y2lkPTc5MGI3NjExOW1wbjAwOWdueWIzb25zOW52YjdudjU0c2Q2YmNucjZxbHBwZnh4aiZlcD12MV9pbnRlcm5hbF9naWZfYnlfaWQmY3Q9Zw\/QxHQ4BtLeEGBlWIFTs\/giphy.gif\" alt=\"homme qui fait signe avec son chapeau\" style=\"width:242px;height:auto\"\/><\/figure><\/div>\n\n<div class=\"kk-star-ratings kksr-auto kksr-align-center kksr-valign-bottom\"\n    data-payload='{&quot;align&quot;:&quot;center&quot;,&quot;id&quot;:&quot;283998&quot;,&quot;slug&quot;:&quot;default&quot;,&quot;valign&quot;:&quot;bottom&quot;,&quot;ignore&quot;:&quot;&quot;,&quot;reference&quot;:&quot;auto&quot;,&quot;class&quot;:&quot;&quot;,&quot;count&quot;:&quot;0&quot;,&quot;legendonly&quot;:&quot;&quot;,&quot;readonly&quot;:&quot;&quot;,&quot;score&quot;:&quot;0&quot;,&quot;starsonly&quot;:&quot;&quot;,&quot;best&quot;:&quot;5&quot;,&quot;gap&quot;:&quot;5&quot;,&quot;greet&quot;:&quot;Tu as aim\u00e9 cet article ?&quot;,&quot;legend&quot;:&quot;0\\\/5 - (0 vote)&quot;,&quot;size&quot;:&quot;24&quot;,&quot;title&quot;:&quot;Tout ce qu\u2019il faut savoir sur la matrice BCG \ud83c\udfaf&quot;,&quot;width&quot;:&quot;0&quot;,&quot;_legend&quot;:&quot;{score}\\\/{best} - ({count} {votes})&quot;,&quot;font_factor&quot;:&quot;1.25&quot;}'>\n            \n<div class=\"kksr-stars\">\n    \n<div class=\"kksr-stars-inactive\">\n            <div class=\"kksr-star\" data-star=\"1\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"2\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"3\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"4\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" data-star=\"5\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n    \n<div class=\"kksr-stars-active\" style=\"width: 0px;\">\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n            <div class=\"kksr-star\" style=\"padding-right: 5px\">\n            \n\n<div class=\"kksr-icon\" style=\"width: 24px; height: 24px;\"><\/div>\n        <\/div>\n    <\/div>\n<\/div>\n                \n\n<div class=\"kksr-legend\" style=\"font-size: 19.2px;\">\n            <span class=\"kksr-muted\">Tu as aim\u00e9 cet article ?<\/span>\n    <\/div>\n    <\/div>\n","protected":false},"excerpt":{"rendered":"<p>Tu es fan de marketing et tu veux faire des matrices BCG pour le restant de tes jours (&#8230;)<\/p>\n","protected":false},"author":358,"featured_media":284003,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":true,"footnotes":""},"category":[803,827],"tag":[79,81],"class_list":["post-283998","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-apprendre-matiere","category-management-2","tag-lycee","tag-universite"],"acf":[],"_links":{"self":[{"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/posts\/283998","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/users\/358"}],"replies":[{"embeddable":true,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/comments?post=283998"}],"version-history":[{"count":0,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/posts\/283998\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/media\/284003"}],"wp:attachment":[{"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/media?parent=283998"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/category?post=283998"},{"taxonomy":"tag","embeddable":true,"href":"https:\/\/sherpas.com\/blog\/wp-json\/wp\/v2\/tag?post=283998"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}