Matrice Mckinsey Explication Essay

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Les objectifs de cette matrice
L'utilisation de l'analyse McKinsey
La visualisation de la matrice
La complexité de l'analyse McKinsey

Les objectifs de cette matrice

1. Mettre en place une analyse qui permet d'y voir plus clair dans son portefeuille d'activités dans le but de prendre des décisions stratégiques plus pertinentes et mieux distribuer les investissements ;
2. Mettre en place des stratégies de croissance pour les nouveaux produits sur des places de marché qui sont attractifs ;
3. Ce n'est qu'en analysant le portefeuille d'un DAS qu'il est possible de savoir quelles sont les activités qu'il faut faire perdurer et celles qu'il vaut mieux laisser de côté.

L'utilisation de l'analyse McKinsey

Plusieurs étapes sont indispensables à la réalisation d'une bonne analyse McKinsey :

1. Il faut tout d'abord indiquer quels ont été les succès du DAS (ou de chaque DAS s'il y en a plusieurs). Les facteurs qui ont favorisé le succès sont un point important pour la mise en place de toute stratégie ;
2. Chacun de ces facteurs clés devra être classé en fonction de son importance. Une entreprise ne peut pas accorder la même importance à tous les facteurs qui ont contribué au succès d'un domaine d'activité ;
3. Ensuite, en fonction de chacun de ces facteurs, il faut noter le DAS ;
4. Ici, il faut prendre le temps de regarder, d'interpréter et d'analyser la matrice. Et l'on dit bien, « prendre le temps », car la matrice peut s'avérer complexe.

La visualisation de la matrice

De manière générale, l'on réalise une matrice qui prend en compte trois critères d'attractivité et trois facteurs concurrentiels, ayant pour résultat une grille de neuf cases. Ajouter des facteurs serait rendre la matrice trop complexe et l'analyse trop compliquée.

La matrice peut être représentée par un tableau avec les neuf cases ou alors représenter chaque DAS par des cercles situés dans la matrice en prenant le soin d'ajuster la taille de chaque cercle selon l'importance du domaine d'activité sur le marché.

La complexité de l'analyse McKinsey

Avant d'entamer votre matrice McKinsey, il est bon de rappeler qu'il s'agit d'un outil assez riche en termes d'analyse qui vous permettra de bien visualiser quel est votre meilleur positionnement stratégique et ainsi d'ajuster et de modifier vos actions. Mais qui dit riche dit complexe, c'est pour cela qu'il s'agit d'une analyse plutôt longue à réaliser, raison pour laquelle de nombreuses petites entreprises ne l'utilisent pas. En effet, les ressources humaines à mobiliser sont nombreuses quand l'on veut bien faire une analyse McKinsey et il faut être très minutieux pour ne pas induire en erreur votre entreprise.


Les articles suivants peuvent vous intéresser :

Explication de la matrice BCG
Marketing mix - Les 4P, 5p et 7p
La veille concurrentielle, exemple avec Darjeeling
Comment faire un mapping concurrentiel ?
Les 5 forces de Porter, exemple avec Apple

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