ПРИМЕНЕНИЕ ПОРТФЕЛЬНОГО АНАЛИЗА ДЛЯ ФОРМИРОВАНИЯ СТРАТЕГИИ КОМПАНИИ НА ВНЕШНИХ РЫНКАХ
Importance The globalization of business and the constant growth of international trade oblige multinational corporations to pay more attention to strategic planning and to formation of effective business portfolio in foreign markets, taking into account the situation, relationship multi-polarity, cyclicality and volatility of the economy.
Objectives To offer an improved method of the company's portfolio analysis in foreign markets with help of the Boston Consulting Group matrix. The method uses additional indicators that reflect the internal state of the company, as well as indicators depended on the global economy trends and the currency of the country which has jurisdiction over the company. The main objective of the work is a process simplification for the companies with a portfolio of products in the foreign markets.
Methods In the publication the authors propose a method of planning matrix in the external markets based on the Boston Consulting Group and taking into account the product and regional portfolio of the company.
Results As the result of the paper, a regular matrix based on the company's portfolio was improved. The fact that the indicators of internal profitability of sales per unit of output and profitability from the product are used in the matrix in conjunction with an external indicator of the exchange rate, it can be attributed to the category of universal matrix making it possible to take decisions on the foreign markets for diversified companies. According to the results of using this method the company is able to determine the priority areas of work on a particular market or with the particular product that, taking in consideration the current system of permanent savings in companies, would help to avoid unreasonable waste of resources.
Conclusions and Relevance It was concluded that with the possible weak currency exchange rate stability it is necessary to take into account the current position of products in order to further planning of the cash flow distribution within the company.
The proposed method allows companies in different countries’ markets during the sharp fluctuations of exchange rates and the value of the company’s products period to extract an additional profit from changes in product and regional strategies, operational planning and distribution of cash flows within the company.