Analysis of brand portfolios of automotive concerns using the BCG matrix
Artykuł w czasopiśmie
MNiSW
140
Lista 2023
| Status: | |
| Autorzy: | Piątek Radosław |
| Dyscypliny: | |
| Aby zobaczyć szczegóły należy się zalogować. | |
| Rok wydania: | 2023 |
| Wersja dokumentu: | Drukowana | Elektroniczna |
| Język: | angielski |
| Numer czasopisma: | 5 |
| Wolumen/Tom: | 54 |
| Strony: | 83 - 96 |
| Bazy: | Google Scholar | DOAJ | EBSCO | CEON | Index Copernicus |
| Efekt badań statutowych | NIE |
| Materiał konferencyjny: | NIE |
| Publikacja OA: | TAK |
| Licencja: | |
| Sposób udostępnienia: | Otwarte czasopismo |
| Wersja tekstu: | Ostateczna wersja opublikowana |
| Czas opublikowania: | W momencie opublikowania |
| Data opublikowania w OA: | 18 grudnia 2023 |
| Abstrakty: | angielski |
| The purpose of this paper is an attempt to answer the question of whether an extended brand portfolio of an automotive concern allows it to gain an advantage and a larger market share in comparison with a competitor with a simpler brand portfolio. A research tool in the form of the Boston Consulting Group’s BCG Matrix will be used as a research tool for the brand portfolios of the selected concerns and the determination of the companies’ situation on the Polish market. On the basis of the data obtained, it can be seen that the two brands of the Toyota Motor Corporation exceed with their market share, by as much as 4%, all the brands of the Stellantis concern. It is noteworthy that Toyota alone has a market share of as much as 15 per cent, dominating all other brands partic- ipating in the study. In general terms, it can be seen that the extensive brand portfolio currently does not represent a construct that allows a competitive advantage. The performance of the two TMC brands clearly deviates from the indications for the entire Stellantis portfolio. The results presented have a practical dimension by indicating the strate- gic situation of individual brands as well as the portfolio of the concern as a whole. Visualisation using the BCG matrix allows deeper analysis and deci- sion-making in relation to the group’s brands. In the case of stakeholders, this analysis can be one of the determinants of purchasing or investment decisions. |
