BUSINESS INFORM №8-2014

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Section: Management and Marketing
UDC 334.758.4:005:339.138
Lazareva M. G.
New Tools of Portfolio Analysis: Matrix of Appeal (p. 306 - 313)
The purpose of this paper is to develop such a tool matrix analysis, which would generalize the basic characteristics of the internal and external environment for the formation of a balanced portfolio of businesses. The article analyzes the modern methods of matrix analysis used in the world. The urgency of creating a tool with which to analyze the internal and external environment business portfolio was grounded, which helps the user to build a tool strategy, including a reasonable combination of profitability and risk. The conditions for a balanced business portfolio, based on the golden ratio were defined. A matrix for assessing the attractiveness of a business portfolio of a holding was developed. The horizontal axis shows the aggregate index – corporate appeal, including the three elements that characterize the attractiveness of the business for the owners: risk level, the rate of growth of the business and the average annual cash flow. The vertical axis shows integrated index – industry attractiveness, including such indicators: market growth rate, market share and the number of competitors in the industry. The value of both indices is determined by expert assessments. Diameter of the circle determines the value of a particular business portfolio. The policy options for businesses that fall into a specific quadrant were proposed. The tool seems to be quite promising to use along with the existing matrices.
Keywords: holding, portfolio analysis, matrix analysis, a balanced business portfolio, matrix of appeal
Fig.: 2. Tabl.: 2. Formulae: 1. Bibl.: 13.

Lazareva Maryna G. – Candidate of Sciences (Economics), Candidate on Doctor Degree, Department of Personnel Management and Labour Economics, Donetsk National Technical University (2 Shybankova Square, Pokrovsk, Donetsk region, 85300, Ukraine)
Email: [email protected]

Article is written in Russian
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Reference to this article:
Lazareva, Maryna G. (2014) “New Tools of Portfolio Analysis: Matrix of Appeal.” Business Inform 8:306–313.

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