- 20 Marks
SCS – Nov 2024 – L3 – Q3a-b – SBUs and Growth Phases
Evaluate BOGML’s SBUs using Ashridge Matrix and analyse growth phases with Greiner’s Model.
Question
a) The company has presented information on the various products and services (i.e. the strategic business units (SBUs)) within the company’s portfolio.
Required:
Using Ashridge Portfolio Display Matrix and based on the performance of each SBU, clearly classify and explain the products and services under appropriate categories identified by the matrix. Support your answer with Ashridge Portfolio Display Matrix.
b) Since its inception, BOGML has grown organically and has gone through different stages of development in response to the challenges of growth and changes in both its internal and external environments. The company is currently under pressure to continue evolving.
Required:
i) Identify and describe the first two phases of growth applicable to BOGML based on Greiner’s Growth Model. In your explanation, include the type of crisis the company faced at each phase.
ii) The board has proposed appointing Regional Managers who will be responsible for the sales performance of the company’s filling and gas stations in their regions. If this proposal is implemented, it will move the company to the next phase in Greiner’s Growth Model. Identify and explain what this next phase is, and describe the potential crisis that may arise at this stage.
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