ng information may be required:-competitors new developments-information concerning future merges or acquisitions of companies in this field-expected positive or negative trends on the ski market, etc.The management of the company needs analytical tools for classifying its business by profit potential. This can be done by using portfolio analysis. Its a method of analyzing the companys mix of businesses in terms of indirect and direct contribution to the strategic objectives. One of the widely used portfolio models developed in 1970 by the Boston Consulting Group (BCG) is market growth / market share matrix. On the figure shown below the vertical axes indicates the annual growth rate of the market in which Salomon operates. The horizontal axis refers to the market share relative to that of the largest competitor. It serves as a measure of the companys strength in the relevant market. Salomon is a market leader in ski bindings and cross country boots, respectively 46% and 30% market share. Other cash cows are winter clothes and Taylor Made golf equipment. After completing the Monocoque project, the latter will appear first as a question mark. However, because of its potential and radically innovations it will transfer to the Star-cell very soon as a market leader with a high growth rate.Salomon has four cash cows which make its business very stable. There is no information in the case whether dogs exist. Based on this we can conclude that Salomon has balanced portfolio.According to the New BCG Matrix, Salomon can be characterized as accompany from the specialized industry i.e. the company faces many opportunities for differentiation and each have a high payoff....
