Ocena macierzy BCG z wykorzystaniem analizy SWOT
SWOT analysis as a tool for assessing the BCG matrix

Summary/Abstract: The BCG matrix is a commonly used instrument for analyzing and building the salesportfolio of many entities on the market. SWOT analysis is used to analyze and evaluateadopted solutions, ongoing processes or planned decisions, as well as entire enterprises ororganizations, their separate parts or selected projects. The aim of the article is to indicate, in astructured way, the strengths, weaknesses, opportunities and threats related to the use of theBCG matrix, using SWOT analysis. The stated purpose of the study is justified by theunstructured description of the advantages and disadvantages of using the BCG matrix inbusiness practice presented in the literature on the subject. The belief about the existing gap inthe literature was a key premise for defining the main research problem, which was expressedin the form of a question: what strengths, weaknesses, opportunities and threats are associatedwith the use of the BCG matrix? In order to achieve the indicated research goal, a researchprocedure was carried out consisting of a systematic review of the literature and many years ofexperience in business practice were used.

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