ИСТИНА

More than half a century has passed since the appearance of the BCG matrix, and therefore it requires adaptation to current conditions. This article, considering several methodological and practical limitations of the BCG matrix, proposes a refinement and expansion of this tool. To develop effective strategic solutions, it is not always enough to understand the company’s position in the market, as suggested by the BCG matrix, it is also very important to understand the competitive situation in the market, as well as the “balance of power” between the main players who will determine the (im)possibility of implementing certain strategic decisions. In order to analyse the competitive situation, it is proposed to use the SV matrix, developed to analyse the competition level in markets where there are dominant groups of companies determine the rules for all market participants. This article proposes an algorithm for the joint application of BCG and SV matrices and refines strategies for BCG matrix products (question marks, stars, cash-cows, dogs), depending on the competition level in the market under consideration, according to the SV matrix.