What is a growth share matrix? Discuss any three problems with matrix approach
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How Does the Growth Share Matrix Work?
The growth share matrix was built on the logic that market leadership results in sustainable superior returns. Ultimately, the market leader obtains a self-reinforcing cost advantage that competitors find difficult to replicate. These high growth rates then signal which markets have the most growth potential.
The matrix reveals two factors that companies should consider when deciding where to invest—company competitiveness, and market attractiveness—with relative market share and growth rate as the underlying drivers of these factors.
Each of the four quadrants represents a specific combination of relative market share, and growth
Advantages of Matrix Structures
Because matrix structures retain an organization's functional structure, they allow for the rapid creation of efficient large-scale, project structures that employ many members of the organization's functional structure but without disrupting or destroying the structure in the process.
Because the two organizations have different timelines – one relatively permanent, the other designed to expire with the completion of the project – the kinds of managerial discontent that can arise when a sub-unit in an organization "steals" employees to work on a project is muted. In ideal matrix structures, the two structures share resources equally without territorial struggles, because as each functional manager knows, the project structure will eventually dissolve. Other advantages of matrix structures noted in one of the seminal academic studies of these structures are:
Clear articulation of project objectives
Workable way of integrating project objectives with functional objectives
Efficient use of limited human resources
Rapid (often interdisciplinary) information flow through the project
Retention of expert teams through the life of the project
Rapid dispersion of team members back into the functional organization upon project completion without organizational disruption
Project management trains managers to become leaders in the functional organization
Project structures develop team spirit and high morale
Possibility of conflicts arising during the project carrying over to functional management
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