Bcg Matrix

Kesko overview

• Finnish trading sector company
• 2,000 stores in 8 different countries
• Employs 45,000 people
• Employs 24,000 people in Finland 
• Operates in 4 different industries

4 industries

• Food industry (retail) --- K-Group
• Home and speciality goods (home tech) --- Musta Pörssi
• Building and home improvement --- Rautakesko
• Car and machinery trades (cars) --- VV-Auto

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• Experience Curve = competitive position = X-Axis
• Product Life Cycle = market attractiveness = Y-Axis

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K-group Retail

• Retail industry - 16,4 Bn
• Competitor: S-Group
• S-Group market share: 45%
• Industry growth rate: 5,1%
• Kesko's relative market share: 0,76

VV-Auto

• Car industry - 2,009 Bn
• Competitor: Autotalo Laakkonen
• Autotalo Laakkonen market share: 8%
• Industry growth rate: 2,5 %
• VV-Auto relative market share: 1,28

Rautakesko

• Building and home improvenment - 4,6 Bn
• Competitor: S-Group
• S-Group market share: 18,1%
• Industry growth rate: 0,51%
• Relative market share 12,78%

Musta Pörssi

• Home tech industry - 1,4 Bn
• Competitor: Gigantti
• Gigantti market share: 16%
• Industry growth rate: -7,045%
• Musta Pörssi relative market share: 0,15

challenges

• Finding correct, reliable data
• Defining the competition
• Applying the BCG Matrix to the Kesko organization
• Standardization of data
• Accounting irregularities, gimmicks, footnotes

Sources

• http://annualreport2012.kesko.fi/
• http://www.kesko.fi/static/vuosikertomus2011/en/
• www.digitoday.fi Kaksi tuotetta piti Suomen kodintekniikkamyynnin nousussa
• www.kesko.fi/Kesko-yrityksenä/Toimialat/Rautaukauppa/Markkinaosuudet
• www.s-kanava.fi/documents/15238/9787929/Sok Vuosikertomus 2012