1. 1
PORTFOLİO ANALYZ
First we want to explain who are we? why we decide to establish technological company..
Who are we?
We are technological market which founded in last quarter of 2012.
Our logotype?
Our mission?
Selling best products with appropriate price to customers.to be near customers high quality
technological products and quality services.
Our vision?
Being first place people’s consider when they want to buy technological equipments
Why we decide to establish technological company in turkey?
In June 2012, year revenue growth of organized retail is %7 in Turkey. Year revenue growth
of food retail is %3. The annual revenue growth in non-food retail ( technological gods
,clothes) is %14-,and 16.8% of the young population in the total population . National
income increased by 3 times in last 10 years .ıt means that Turkey is changing and adapting
to the new world country.It seems very charming fort he investors.We can understand that
this market has got the biggest paste of this consume.. It became our reasons to choose this
industry.
As the Panel Survey of Retail Technology,size of the consumer electronics market 9.4 billion
TL. Market grew by 20% compared to the same period last year. However, when you look at
the results of the first 8 months of (Bimeks, Darty, Electroworld, Gold Computer, Media
Markt-Saturn, Vatan,) consumer market share in electronics is 32%.

2. 2
As the all istatistic we can see that this paste of consume is growing by day by..ıt become
very charming for our establisment decision.
What the aim of this analyz
1)Evaluation according to the various dimensions of business investments
2)Estimate the benefits and oppurtinities of these
3)An analytical technique fort he purpose of guiding the use of resources
Portfolio analyz allows the development of strategic objectives.
COMPANY STRATEGİC BUSINESS UNIT
1)Each strategıc business unit is a differnet unit
2) Each strategıc business unit has the ıts own staff
3) Each strategıc business unit has ıts own general manager
4) Each strategıc business unit has ıts own competitors and their market shares
5) Each strategıc business unit has got production,marketing,finance plans
6) Each strategıc business unit has the task of holding
7) Each strategıc business unit represents the companys unit of production

3. 3
For example:Our company’s name is BESTCHETECH.We produce technological gods in
Turkey.Our stretegic business unit is under..
BESTCHETECH ORGANIZATION CHART
BOSTON CONSULTİNG GROUP PORTFOLİO ANALYSIS
Developed by the famous Boston consulting group.This analyz divides the business unit to 4
groups.BDG starts with establishment of marketing share and marketing growth matrix.Each
sales is divided into the biggest competitor,then we can find growth of sales and market
growth rate..
Board of directors
Quality unit Head of security
Assistant general
maneger
Marketing sales
unit
Data procossing
unit
Human resaurces Finance unit
Law Depertmant Media unit
Executive committee
General maneger

4. 4
Market growth rate is shown on the vertical axis.The middle area is seperated to 4 groups as
the amount of sales we can put business unit,gods to this groups..
Stars: These are the units which has got a high market share.(high growth,high share)
For example: Nowadays,The highest market share industry in Turkey is lcd televisions and
plasma tvies. We have reserved a wide rayon for these products.We must do it because ıt
has got high market share and high growth.We shouldnt afraid for this investments.We
know that this situation will be change,Then ıt will change tobe cash cows.Our companys
estimate that ıt will continue 3 continue..
Cash cow: Express us a profitable investment.Provide us much more cash.Products are
featuring a high market share and low market growth.
For example: If you look at the product range of BestCheTech,we can see the cashcow group
which includes cell phones(following agreement with gsm operator),usb
memories,cdies,albums and household appliances,but these hods is not strictly in cashcow
group.If we want to maket hem in cashcow group we should be the old company or mature
in this market,but we are young company and didnt strickly developed.We was established
in last quarter of 2012
Dogs: It doesnt bring us important cash.As low market shares,and market growth.products
need to invest additional capitol in order to maintain ıts market share.
For example: We (BestCheTech )sell newspapers, magazines also. We have reserved a small
unit for these units, because market share of these are decreased by day by. If we reserve a
larger rayon our marketing volume will be reduced .
Question Marks: It has the high growth rate but low market share.Its maintain market
share but also to gain new market shares for showing a need for a lot of cash.

5. 5
For example: We (BestCheTech )do not get involved in this sector. These sectors are usually
public ownership sectors. We are not a public company. We will not interest with interest
payments on foreign debt of government.Because we are private company.If there is a war
or something different we will take our investments where we have invested in the
country.We will invest diffrent country.
As these rules: our company’s strategy will be like under.
For stars
We will make activities for developing product
We will sales generation activities
We will reduce the cost of production
It will be reflected as indirect price reductions
For cash cows
We will protect paste of market
We will reflect every development in these products
We will avoid decisions which that will reduce its market share.
GENERAL ELECTRİC ANALYSIS (GE)
This matrix was developed by GE with assistance of the consulting firm MCKinsey
company.This matrix identifies the market position and profitability of different business
units.

6. 6
The aims of this model:
We will analyz portfolio of business units and position with this analyz
We will develope our strategies for each business units
We will decide for business with investment
There are some factors affecting market attractiveness
Market size
Market profitability
Competetion
Market predictability
New oppurtinities
Macro enviromental and economic factors
And there are some factors affecting business unit strenght
Assets and market under the business unit
Market share and growth in market share
Relative brand strenght compared to others
Brand loyalty
Distribution network and population reach
More investment and Access to capital
We made analysıs for situation of technological markets in turkey as based on ge analysıs..as
this analys we look the sales,,we look the demands,which companies sell more,,etc..for
example there are some well known technological markets in turkey(teknosa,media
markt,teknolojix,saturn,,gold,).we release that lcd tvies is the most taking demands.lcd tv
has got the biggest the competitive situation and attractiveness of competing.then we see
that minibooks has got middle situation of rivalry..what else..phones are going to top
nowadays..but they are in situation of rivalry yet.
We decided to make enough investment and protect to existing investmnet for lcd with
using ge analyz..and for minibooks we should determine the weaknesses for minibooks
because this class in the middle of rivalry.we should growth with using advanced features for

7. 7
phones..we sould be carefull for photograph machines,and we sholud make selective
investment because as ge analyz the company should maket his instructions..the lowest
market attractiveness is dvd sales..and dvd sales is the lowest in situation of rivalry..for this
we should we protect all situation and we should protect all situation and provide the cash
increasing..the lowset situation of rivalry and attractiveness is games cdies for nowadays..for
this class we should makes low investmnet..we shouldnt spend Money fort his much
more..we can follow the other companies strategy..ıf we can not sell this materials fort his
enough..we can close fort his rayon but we think that ıt ıs not possible for nowadays..ıf our
campaign becomes usefull..we can decrease investments..
HOFER ANALYZ
It is a improved management matrix of bdg business units.this analyz makes company’s
strategic analyz,their competetive conditions and product market.in this analyz the vertical
axis shows stage of business life.the horizantal axis indicates the status of the market
competition in the sector.
The model consists of several basic steps:
(1) goal formulation,
(2) strategic control
(3) strategy formulation
(4) strategy evaluation
(5) strategy implementation
(6) environmental analysis
If we want to make his analyz for our company (bestchetech) we cannot take enough
performance.because our company is new established.because this analyz withstand a
opinion (not for new established company).we didnt maket his analyz for BestCheTech.but
we made this analyz bor our rival companies.
We make a extensive research for our situation in this market.we want to confront our
situation with them..In Turkey there are so many technological company.they are our
rival..but they are mature company in this market..we can not stringly compare us with
them..

8. 8
Mediamarkt is a like a star which developing,so ıt will do enough investments more for
protecting ıts stars.
Teknosa is a bit same with A company.So we can make same comment fort his company.but
despite the big rivalry,ıts market share is not enough,
Teknolojix has got weak market share
Bimeks and Vatan computer are like a cash store,also these two companies situation of
rivalry close to strong,
Darty’s market is started to decrease.It’s paste decreased by day by.This company has got
weak rivalry.This situation shows us it is in zone which has got problems.the best solution is
selling the company.