{"id":65685,"date":"2022-04-21T15:15:24","date_gmt":"2022-04-21T15:15:24","guid":{"rendered":"https:\/\/www.netrivals.com\/?p=65685"},"modified":"2022-04-21T15:26:55","modified_gmt":"2022-04-21T15:26:55","slug":"matrice-bcg-loutil-essentiel-pour-optimiser-votre-portefeuille","status":"publish","type":"post","link":"https:\/\/www.netrivals.com\/fr\/resources\/guides\/matrice-bcg-loutil-essentiel-pour-optimiser-votre-portefeuille\/","title":{"rendered":"Matrice BCG : L&#8217;outil essentiel pour optimiser votre portefeuille"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"65685\" class=\"elementor elementor-65685 elementor-65608\" data-elementor-settings=\"[]\">\n\t\t\t\t\t\t<div class=\"elementor-inner\">\n\t\t\t\t\t\t\t<div class=\"elementor-section-wrap\">\n\t\t\t\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-0170ade elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"0170ade\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-4c39781\" data-id=\"4c39781\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-d455e73 elementor-widget elementor-widget-text-editor\" data-id=\"d455e73\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>Lorsqu&#8217;il est question de lancer un nouveau produit aujourd&#8217;hui, il est important de choisir la strat\u00e9gie qui convient le mieux \u00e0 votre projet. C&#8217;est pour cela qu&#8217;il existe une matrice BCG, un outil qui vous aide \u00e0 d\u00e9terminer graphiquement la meilleure approche que vous pouvez proposer \u00e0 votre entreprise et qui vous aide \u00e0 <a href=\"https:\/\/www.netrivals.com\/fr\/ressources\/articles\/strategies-de-tarification-du-e-commerce\/\">fixer les prix<\/a> en fonction de la rentabilit\u00e9 de chaque produit.\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-2cebe76 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"2cebe76\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7297a31\" data-id=\"7297a31\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-94eee39 elementor-widget elementor-widget-heading\" data-id=\"94eee39\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Qu'est-ce qu'une matrice BCG?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-e11e9e0 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"e11e9e0\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-e76a272\" data-id=\"e76a272\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9bc9b93 elementor-widget elementor-widget-text-editor\" data-id=\"9bc9b93\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>La matrice BCG ou matrice des parts de croissance est un outil de marketing strat\u00e9gique essentiel pour les entreprises car cette matrice aide les entreprises \u00e0 analyser leurs portefeuilles de produits et \u00e0 proposer les strat\u00e9gies les plus appropri\u00e9es \u00e0 mettre en \u0153uvre. La matrice se compose de deux axes. L&#8217;axe vertical repr\u00e9sente le taux de croissance du march\u00e9 (demande de produits sur le march\u00e9), et l&#8217;axe horizontal repr\u00e9sente la part de march\u00e9 (ventes de nos produits \/ ventes totales de produits sur le march\u00e9).<\/p><p>Cette matrice peut \u00eatre utilis\u00e9e pour effectuer une analyse interne afin de fournir une m\u00e9trique appropri\u00e9e pour que les entreprises puissent d\u00e9cider des produits dans lesquels elles doivent investir des ressources et des produits dans lesquels elles doivent investir des ressources.<\/p><p>Il s&#8217;agit d&#8217;une matrice tr\u00e8s simple pour la prise de d\u00e9cision, compos\u00e9e de 2&#215;2 quadrants, sugg\u00e9rant la strat\u00e9gie la plus appropri\u00e9e pour chacun, en fonction de la situation.\u00a0<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-40efae7 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"40efae7\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-c136f23\" data-id=\"c136f23\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9761e02 elementor-widget elementor-widget-heading\" data-id=\"9761e02\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Quelles sont les composantes de la matrice BCG?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-196e349 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"196e349\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-d6a008b\" data-id=\"d6a008b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-4a41b30 elementor-widget elementor-widget-text-editor\" data-id=\"4a41b30\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<ul><li><strong>Produits vedette\u00a0:<\/strong> Cette cat\u00e9gorie comprend les produits qui commencent \u00e0 afficher une bonne rentabilit\u00e9 d\u00e8s leur mise sur le march\u00e9. Ils augmentent donc les ventes et les b\u00e9n\u00e9fices, mais n\u00e9cessitent un investissement \u00e9lev\u00e9 et des comp\u00e9tences particuli\u00e8res pour placer les marchandises.<\/li><li><strong>Produit dilemme<\/strong>: Ici, le produit est encore sur le march\u00e9. Il s&#8217;agit de produits innovants, mais ils ne sont pas encore en vente car ils commencent tout juste d&#8217;arriver sur le march\u00e9.<\/li><li class=\"rtejustify\"><strong>Produits vache \u00e0 lait:<\/strong> Les produits de ce segment sont int\u00e9gr\u00e9s au march\u00e9 et ne continueront pas \u00e0 cro\u00eetre, mais le volume des ventes est stable.<\/li><li class=\"rtejustify\"><strong>Produits poids mort<\/strong>: Ces produits sont en fin de cycle de vie. Leur croissance est en baisse ainsi que leur part de march\u00e9.<\/li><\/ul>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-16780c2 elementor-widget elementor-widget-image\" data-id=\"16780c2\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-image\">\n\t\t\t\t\t\t\t\t\t\t\t\t<img width=\"1024\" height=\"768\" src=\"https:\/\/www.netrivals.com\/wp-content\/uploads\/2022\/04\/Matrix-Diagram-PMP-Infographic-Graph-5.png\" class=\"attachment-large size-large\" alt=\"\" srcset=\"https:\/\/www.netrivals.com\/wp-content\/uploads\/2022\/04\/Matrix-Diagram-PMP-Infographic-Graph-5.png 1024w, https:\/\/www.netrivals.com\/wp-content\/uploads\/2022\/04\/Matrix-Diagram-PMP-Infographic-Graph-5-300x225.png 300w, https:\/\/www.netrivals.com\/wp-content\/uploads\/2022\/04\/Matrix-Diagram-PMP-Infographic-Graph-5-768x576.png 768w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f9e8955 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f9e8955\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-5e1f409\" data-id=\"5e1f409\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-a47fc00 elementor-widget elementor-widget-heading\" data-id=\"a47fc00\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">A quoi sert la matrice BCG?\n<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-845a6cf elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"845a6cf\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-32e6942\" data-id=\"32e6942\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-9c662a5 elementor-widget elementor-widget-text-editor\" data-id=\"9c662a5\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>L&#8217;objectif principal de la matrice BCG est de vous aider \u00e0 d\u00e9terminer dans quel produit vous devez investir des ressources suppl\u00e9mentaires.\u00a0<\/p><p>En d&#8217;autres termes, avec cette matrice, vous analyserez votre portefeuille d&#8217;activit\u00e9s pour d\u00e9terminer quelle est votre meilleure et votre pire ressource en termes de retour sur investissement.<\/p><p>En appliquant cette matrice, vous conna\u00eetrez les canaux que vous pouvez utiliser pour augmenter votre retour sur investissement. La rentabilit\u00e9 de chacun de ces canaux d\u00e9pend du <a href=\"https:\/\/www.netrivals.com\/fr\/ressources\/articles\/strategie-de-prix-fondee-sur-la-valeur-de-quoi-sagit-il\/\">prix fixe.<\/a><\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-f27e48b elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"f27e48b\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-ac5a038\" data-id=\"ac5a038\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-1482529 elementor-widget elementor-widget-heading\" data-id=\"1482529\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Pourquoi la matrice BCG est si importante?<\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-5492f9d elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"5492f9d\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-7a62c27\" data-id=\"7a62c27\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-f127fbb elementor-widget elementor-widget-text-editor\" data-id=\"f127fbb\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t<div class=\"elementor-text-editor elementor-clearfix\">\n\t\t\t\t<p>Le choix de la bonne strat\u00e9gie d\u00e9terminera la bonne r\u00e9alisation des objectifs commerciaux que vous vous \u00eates fix\u00e9s. Comme nous l&#8217;avons constat\u00e9, la Matrice BCG vous aide \u00e0 prendre des d\u00e9cisions strat\u00e9giques concernant l&#8217;investissement et la gestion de votre portefeuille.<\/p><p>N&#8217;oubliez pas que les pr\u00e9visions d&#8217;avenir et le positionnement des produits sont des points importants \u00e0 analyser dans le domaine du commerce \u00e9lectronique et des affaires en g\u00e9n\u00e9ral.<\/p>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<section class=\"elementor-section elementor-top-section elementor-element elementor-element-d61b796 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-id=\"d61b796\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t\t\t<div class=\"elementor-row\">\n\t\t\t\t\t<div class=\"elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-f70c568\" data-id=\"f70c568\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-column-wrap elementor-element-populated\">\n\t\t\t\t\t\t\t<div class=\"elementor-widget-wrap\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-13ec767 elementor-align-center elementor-widget elementor-widget-button\" data-id=\"13ec767\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a href=\"https:\/\/www.netrivals.com\/fr\/marques\/etude-de-marche-pour-marques\/\" class=\"elementor-button-link elementor-button elementor-size-md\" role=\"button\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Analysez l'assortiment de produits des principaux vendeurs sur le march\u00e9 gr\u00e2ce aux \u00e9tudes de march\u00e9.<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>Lorsqu&#8217;il est question de lancer un nouveau produit aujourd&#8217;hui, il est important de choisir la strat\u00e9gie qui convient le mieux \u00e0 votre projet. C&#8217;est pour cela qu&#8217;il existe une matrice BCG, un outil qui vous aide \u00e0 d\u00e9terminer graphiquement la meilleure approche que vous pouvez proposer \u00e0 votre entreprise et qui vous aide \u00e0 fixer [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":55430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","kt_blocks_editor_width":""},"categories":[230,232],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v17.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Matrice BCG: L&#039;outil essentiel pour optimiser votre portefeuille | Netrivals<\/title>\n<meta name=\"description\" content=\"D\u00e9couvrez la matrice BCG, ses composants, son importance et ses avantages pour le e-commerce et votre business en g\u00e9n\u00e9ral.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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