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Management

Contribution margin and quantity matrix to analyze the product portfolio in the context of SMEs. Criticism of the BCG matrix and its alternatives

ORCID Icon, ORCID Icon, ORCID Icon & ORCID Icon
Article: 2233272 | Received 27 Apr 2023, Accepted 02 Jul 2023, Published online: 06 Sep 2023

Figures & data

Table 1. Comparison between BCG matrix and sales matrix

Figure 1. CMQ matrix.

Figure 1. CMQ matrix.

Table 2. Initial position of the portfolio

Figure 2. CMQ matrix, initial situation (end month 1).

Figure 2. CMQ matrix, initial situation (end month 1).

Table 3. Portfolio situation after actions

Figure 3. Adjustment to the planning of product quantities.

Figure 3. Adjustment to the planning of product quantities.

Figure 4. Significance of the achieved variations.

Figure 4. Significance of the achieved variations.

Figure 5. CMQ matrix, actual situation (end month 2).

Figure 5. CMQ matrix, actual situation (end month 2).