For this course work, very good excel skills are needed. As well as a good understanding and application of
strategic business tools like BCG Matrix, Trend analysis, McKinsey Matrix and cost structure analysis.
The whole course work can be done in an Excel file. Two sentences per answer are enough. It is more important
to build the correct excel tables, matrix and graphs to support the answers.
a. Do you think the proposed SBUs make sense? If you do not follow this recommendation, which SBUs do you
think should be created? Would the formation of strategic groups in addition to customer groups and product
technologies also make sense after the product functions? Give reasons for your remarks.
b. BCG Matrix: In the event that you have decided to change the SBUs, perform a market growth/market share
portfolio analysis for the years 2014 to 2016. This also applies to an unchanged takeover of the SBUs. Display
your results in tabular and graphical form in individual matrices. In addition, you should also present the
appropriate contribution margin pro rata in the individual SBUs. Provide an initial estimate of the cost structure.
c. Use a trend analysis to determine the possible positioning of Company X and Company Y for 2017 using data
from 2011 to 2016 and incorporate your results in a comparative development analysis based on market
growth/market share portfolio analysis.
d. McKinsey Matrix: Also determine the positioning of Company X and its SBUs based on a market
attractiveness/competitive strength portfolio analysis for 2016.
e. Perform a cost structure analysis of Company X for each SBU based on data from 2011 to 2016. Present your
results in detail and comment on the problem areas identified. (Note: Only the cost structure at SBU level is
relevant, other cost structures can be neglected here
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