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Essay / Research Paper Abstract
This 7 page paper uses the concept of the Boston Consulting Group matrix to examine the multinational financial services company AXA. The paper looks at the categories of shooting stars, cash cows, dogs and question marks to examine the different business units and consider the current and potential future strategies. The bibliography cites 10 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEBOSAXA.rtf
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Unformatted sample text from the term paper:
With more than 50 million customers in North America, Western Europe and the Pacific Asia region this is a truly multinational company (AXA, 2006). In any company there will be
a system for deciding which services should be promoted and expanded, simply continued with and where there may need to be cuts made. If we consider a BCG (Boston Consulting
Group) matrix and apply this to AXA we may see how some of these decisions could be made. This is a matrix
that looks and the way in which markets can be divided in terms of the cash usage and cash generation. This would indicate the way in which the products in
each group are seen and the value they present. In looking at the model and seeing how this operates it is possible to consider the different aspects of AXA.
The Matrix is shown in Figure 1 Figure 1; BCG Matrix Relative Market Share Market Growth Rate High High
Low Stars Question marks Low Cash Cows Dogs In looking at the above matrix it is possible to see
how a product can be categorised by the way it is behave in terms of growth and market share. On this matrix we can see that there are four categories
based on four main assumptions regarding the behaviour and attractiveness of the categories. The assumptions are those of the attractiveness due to economies of scales and market share. The fact
that sales growth will require cash flow to finance the working capital requirements therefore limited cash flow may be an issue, and the product lifecycle. The life cycle may indicate
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