Портфельный анализ на основе метода BCG и GE/McKinsey как один из ключевых инструментов стратегического планирования
In this publication the authors examine the portfolio analysis tool as one of the key tools of strategic planning. Much attention is paid to the initial steges of the planning which are necessary in any strategic planning process. The portfolio analysis is discussed in terms of two approaches: the BCG matrix and GE/McKinsey matrix methods. The paper consists as advantages of these methods as well as disadvantages, in particular different authors opinions were collected and based on them the author made up a unified system of views on these matrices. Because of the simplicity of the methods they have gained great popularity among companies. However it is necessary to understand that one can see the current situation with help ot the matrices, but can not choose the right decision the company should follow. Considering the cumulative analysis of the pros and cons of the methods the authors recommend to use those methods in conjunction with other portfolio analysis methods.