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¿Qué es la matriz BCG? Estrella, perro, vaca e interrogante Saltar al contenido Algo de lo que se habla poco en el ciclo de vida de un producto y que sin embargo es más importante es la diferenciación entre los productos que permiten planear la participación en el mercado de la empresa. Vamos a tratarlo en este artículo en el que hablaremos de la matriz BCG . La matriz BCG nos sirve para determinar qué productos son los más rentables en una empresa. Ya esta explicación habla por sí sola de la utilidad de este modelo, así que sin más dilación te llevamos a conocerlo. Veremos su explicación teórica, un ejemplo de cómo pasar esa teoría a cálculos y representación gráfica y otro ejemplo de cómo podría aplicarse en un empresa real como Apple.
Definición de matriz BCG Como de costumbre en Gestion.org, comenzamos con una definición que tomamos de la Wikipedia :
La matriz BCG es un método gráfico de análisis de cartera de negocios desarrollado por la empresa Boston Consulting Group en la década de 1970 y publicada por el presidente de la citada consultora, Bruce D. Henderson, en 1973. Se trata de una herramienta de análisis estratégico, específicamente de la planificación estratégica corporativa.
A veces este modelo se encuentra nombrado como matriz de Boston Consulting Group, el cual se debe a la empresa consultora que lo creó. El método BCG suele empleare para analizar cuáles son los productos más rentables para una empresa y a partir de ahí decidir qué estrategia de marketing utilizar.
Explicación de la matriz BCG La matriz BCG tiene una representación gráfica muy sencilla. Se trata de una matriz 2×2 con cuatro cuadrantes . Cada cuadrante tiene un dibujo. Estos dibujos son lo más relevante de la matriz y los explicaremos a continuación. Por otra parte, la matriz tiene un eje horizontal y otro vertical. El eje vertical representa el crecimiento de mercado . Conforme nos vamos hacia arriba en este eje mayor es el crecimiento en el mercado del producto objeto de estudio. El eje horizontal representa la participación relativa en el mercado . Aquí cuidado porque funciona al revés de lo que parece. Conforme nos vamos hacia la derecha en la matriz, la participación relativa de los productos analizados en el mercado es cada vez más baja. Mencionábamos más arriba que en cada cuadrante de hay una figura. Esto es lo que más conoce todo el mundo de la matriz, por ello lo explicamos a continuación.
Productos en la matriz BCG Los productos de la empresa objeto de análisis de sitúan en los 4 cuadrantes según su valor estratégico. En cada cuadrante tenemos un símbolo. Los dibujos utilizados en la representación gráfica de la matriz BCG son: estrella, interrogante, vaca y perro. Explicamos cada uno de ellos a continuación.
1. El producto estrella Los productos estrella de una empresa se encuentran en el cuadrante superior izquierdo de la matriz, lo cual representa que su crecimiento en el mercado y su participación relativa son altos. Este producto en etapa de crecimiento se encuentra en mercados de crecimientos elevados con cuotas de mercado altas, que favorecen su buen posicionamiento y la venta de muchas unidades. Requieren de mucha inversión para mantener su liderazgo. Se enmarca dentro de las fases 2 y 3 del ciclo de vida del producto. Aunque en ocasiones no se consigue que aporte recursos, en cuyo caso el objetivo es que pase a ser un producto vaca (lechera).
2. El producto vaca lechera El producto vaca se encuentra en el cuadrante inferior izquierdo. Esto significa que su crecimiento en el mercado es bajo y su participación relativa en el mismo es alta. Ya ha pasado el momento clave de este producto , y aunque rinde poco en volumen de ventas sigue siendo rentable y ayuda a mantener el posicionamiento de la marca en el mercado. Es un producto que ya no está en su mejor momento pero que es imprescindible para la empresa, sobre todo porque no requiere una gran inversión para su desarrollo y es un producto aceptado en el mercado. Los productos vaca son útiles para generar inversión para otros negocios.
3. El producto interrogante El producto interrogante se encuentra en la parte superior derecha de la matriz. Esto significa que su tasa de crecimiento es alta y su participacion relativa en el mercado es baja. Busca explorar en nuevos mercados, se indaga sobre la rentabilidad y factibilidad de introducir un nuevo producto en el mercado, porque la empresa quiere conseguir mejorar su posición frente a la competencia y necesita innovar. Por eso se hacen test y encuestas a potenciales clientes o consumidores con el objetivo de conocer si realmente tiene cabida en el mercado. Suele aparecer en la etapa de introducción, aunque si la cosa va bien, un producto interrogante puede acabar convirtiéndose en un producto estrella. De todas formas estos productos van a necesitar bastante inversión para llegar a ser estrellas.
4. El producto perro Dicho producto es aquel que se encuentra en el cuadrante inferior a la derecha. Por tanto tiene baja participación en el mercado y bajo crecimiento. No tiene buena calidad, no es rentable y su volumen de ventas es muy bajo. Cuando el producto llega a esta fase es conveniente pensar si merece la pena mantenerlo en el mercado, ya que en muchas ocasiones no compensa y en otras se trata de evitar a un rival monopolizar un mercado que tanto costó alcanzar. Consume recursos que podrían dedicarse a otras funciones en la empresa. ¿Realmente merece la pena mantenerlo? Un mismo producto puede pasar por diferentes fases y, aunque el objetivo de la empresa es mantener los productos en las posiciones más privilegiadas el mayor tiempo posible, los cambios son inevitables. Todos se encuentran dentro de la matriz BCG, aunque pueden cambiar su posición en ella en cualquier momento, y es por eso por lo que la empresa o marca debe saber diseñar a la perfección su estrategia de productos y servicios.
Ejemplo de matriz BCG con cálculos realizados en Excel Hasta ahora hemos estudiado los conceptos relacionados con la matriz BCG. Pero en realidad para saber dónde está cada producto en la matriz hay que calcular y medir. Esto podemos hacerlo con una hoja Excel. Imaginamos que nuestra empresa tiene 5 productos. Medimos para dos años consecutivos los ingresos en ventas que ha producido cada producto y el número de unidades vendidas. Después sacamos tanto para unidades vendidas como para ingresos en ventas los porcentajes totales. Lo más importante viene ahora, que es cuando hay que calcular la participación relativa y la tasa de crecimiento de los productos. Para calcular la participación relativa tomamos los datos del último año considerado, en concreto los datos de los porcentajes de ventas. La participación relativa de un producto se calcula dividiendo su porcentaje de ventas por el porcentaje de ventas de valor más alto. La participación relativa del producto con mayor porcentaje de ventas se calcula diviendo ese porcentaje por el del producto que ocupa la segunda posición en ventas. Ahora veremos cómo se calcula la tasa de crecimiento. Para ello utilizamos la siguiente fórmula:
Tasa de crecimiento = (Ventas del año 2 – Ventas del año 1) / Ventas del año 1
Estas ventas irán expresadas en cantidad, no en porcentaje. Esto lo haremos para cada producto y para las ventas totales. Atención aquí porque podrían salir números negativos, lo que significa que las ventas han disminuido. Te dejamos aquí debajo un vídeo donde puedes ver cómo se hacen estos cálculos y la forma de pasar estos datos a un gráfico para obtener la matriz BCG para el ejemplo concreto. VIDEO
Ejemplos de matriz BCG de una empresa real: Apple ¿Qué sería de una teoría sin la práctica? Ya sabes que en Gestion.org siempre vas a encontrar ejemplos prácticos para ilustrar todo. En marketing y economía las teorías y modelos no son invención de cuatro locos, sino que funcionan y si decimos que funcionan es porque se ha demostrado que es así. Y como los modelos van bien las empresas los aplican. Por ello vamos a ver ejemplos de aplicación de la matriz BCG a empresas reales. Lo veremos con la mundialmente conocida Apple. Analizar una empresa dedicada a la tecnología como Apple tiene un cierto «peligro» porque sus productos se mueven mucho en esta matriz. Lo que hoy era el último grito mañana está obsoleto. No obstante vamos a ver qué nos muestra la matriz BCG de esta empresa en un vídeo de finales del año 2016, que podrás visualizar al final de esta sección. Ahí tenemos lo siguiente:
Producto estrella : Iphone 6Producto vaca : IpadProducto interrogante : MacBookProducto perro : Ipod El producto incógnita es el Macbook, un ordenador portátil que tiene como compradores objetivos los usuarios que lo emplean en sus casas y las empresas pequeñas. Parece que va teniendo éxito, aunque no puede compararse con el Iphone. De hecho se comenta que la última actualización del Macbook ha sido bastante conservadora si la comparamos con las sorpresas que suele darnos Apple. El producto estrella en esos momentos era el teléfono móvil Iphone 6 . Estos productos cambian muchísimo, por ello desde finales de 2016 han pasado los Iphone 7, Iphone 8, Iphone XR, Iphone XS. Según cuándo leas este artículo es posible que todos estos modelos de teléfonos moviles hayan quedado obsoletos. De todas formas, aunque los modelos cambian, está claro que el teléfono móvil es el producto estrella de Apple y es por esto que lo modifican y mejoran tanto. Saben que todavía falta mucho tiempo para que este tipo de dispositivos deje de venderse. El producto Ipad está en el cuadrante del producto vaca y se trata de una tablet. Los modelos de Ipad que te encontrarás en el mercado en 2019 son Ipad, Ipad Pro, Ipad Air, Ipad Mini y sus accesorios. Son productos que se están vendiendo muy bien pero no tienen tanto éxito de ventas como los Iphone. El producto perro de la empresa Apple es el Ipod . Se trata de un reproductor de sonido digital que Steve Jobs presentó por primera vez en 2001. Pero en estos momentos si miras la web de Apple ves que ya no lo tienen tan visible. En realidad teniendo un Iphone la gente se plantea menos la compra de un reproductor de música. En la página web de Apple ya no tenemos el Ipod en la portada sino los AirPods, que son auriculares inalámbricos que pueden usarse también con los teléfonos móviles y las tablets. VIDEO
Inconvenientes de la matriz de Boston Consulting Group Como hemos visto en los ejemplos, la matriz de Boston Consulting Group es muy útil pero también tiene sus limitaciones , como todas las teorías. Te acompañamos a conocer algunas de ellas:
Una de las limitaciones al representar esta matriz es la propia división en cuadrantes. Podemos encontrarnos con una unidad de negocio que nos quede en medio de las líneas divisorias . ¿Qué hacemos entonces con este producto? No se contemplan factores externos que pueden cambiar por completo la situación de la compañía . Tampoco define bien lo que se considera «mercado».Se toman en cuenta la tasa de crecimiento y la participación en el mercado como factores determinantes en la rentabilidad pero no son los únicos. Incluso mucha participación en el mercado no es sinónimo de ganacias elevadas. Por último, la matriz BCG no tiene en cuenta las sinergias entre los diferentes productos fabricados por una misma empresa. Según esta teoría los productos perro no son importantes para las empresas, pero en ocasiones pueden ayudarlas a lograr una ventaja competitiva.
¿Aplicas la matriz de Boston en tu negocio? Como hemos visto, la matriz BCG tiene sus más y sus menos, pero se puede combinar perfectamente con otros métodos para llegar a la conclusión de qué productos son más o menos rentables para las empresas. Eso sí, siempre te recomendamos que no uses solo un método de análisis porque normalmente casi todos los modelos dejan pasar por alto algunas cosas. ¿Has utilizado la matriz BCG en tu empresa? ¿Te ha servido para discernir acerca de los productos que vale la pena mantener y los que se deben deshechar? Anímate a dejarnos un comentario y nos comentas cómo te ha ido aplicando esta teoría.