A CRITICAL APPROACH TO THE USE OF THE BCG MATRIX: PORTFOLIO ANALYSIS OF BRAZILIAN PULP MARKETED IN THE INTERNATIONAL MARKET

Hersen, Amarildo; Silva, João Carlos Garzel Leodoro da; Timofeiczyk Junior, Romano

doi:10.1590/1806-90882018000300008

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Articles • Rev. Árvore 42 (3) • 2018 • https://doi.org/10.1590/1806-90882018000300008 copy

A CRITICAL APPROACH TO THE USE OF THE BCG MATRIX: PORTFOLIO ANALYSIS OF BRAZILIAN PULP MARKETED IN THE INTERNATIONAL MARKET

UMA ABORDAGEM CRÍTICA AO USO DA MATRIZ BCG: ANÁLISE DE PORTFÓLIO DA CELULOSE BRASILEIRA COMERCIALIZADA NO MERCADO INTERNACIONAL

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

The objective of this study was to highlight some limitations of the use of the Boston Consulting Group Matrix to propose strategies to maximize the performance of the sector in the international pulp market. The procedure adopted for the investigation was the portfolio analysis, for the different types of pulp exported by Brazil, using the Growth Share Matrix. The results indicate that the BCG Matrix is static and non-dynamic analysis and arbitrary questions to define the market growth rate can provide different interpretations, possibly contradictory.

Keywords:
Forest industry; Strategy; Management

Table 1 Pulp type and code according to harmonized system.

Code	Description
4701	Mechanical pulp
4702	Chemical pulp (for dissolution)
4703	chemical pulp (dissolved with sulphate or soda)
4704	chemical pulp (dissolved with sulphite)
4705	paste obtained by combining the mechanical and chemical processes
4706	paste obtained from paper (waste and scrap) or cardboard or other fibrous materials
4707	paper pulp, paper or cardboard, recycled (waste and scrap)

Table 2 Ranking of pulp exporting countries - in ton. (2015).

Ranking (exported volume)	Pulp
	4702	%	4703	%	4706	%	4707	%
1	South Africa	18.67	Brazil	24.23	USA	21.04	USA	33.99
2	USA	18.35	Canada	14.89	Germany	16.66	United Kingdom	8.76
3	Sweden	12.93	USA	13.98	Sweden	13.12	Japan	7.40
4	Canada	12.14	Chile	9.07	China	9.16	Netherlands	5.28
5	Brazil	9.99	Indonesia	7.14	Denmark	5.59	France	4.98
6	Czech Rep.	6.85	Finland	5.83	France	5.35	Germany	4.59
7	Austria	3.77	Sweden	5.69	Thailand	5.26	Canada	4.07
8	Finland	3.47	Russia	4.28	Philippines	2.70	Italy	3.16
n-8	others	13.84	others	14.88	others	21.12	others	27.77
Total (ton.)	4,355,499	100.00	47,582,745	100.00	835,607	100.00	57,615,752	100.00

Table 3 Average price practiced in the international pulp market by Brazil and main exporting countries (2015).

pulp (ton. price)
4702	US$	4703	US$	4706	US$	4707	US$
South Africa	769	Brazil	463	USA	1,018	USA	156
USA	1,181	Canada	639	Germany	748	United Kingdom	150
Sweden	762	USA	657	Sweden	113	Japan	176
Canada	834	Chile	596	China	1,253	Netherlands	171
Brazil	559	Indonesia	508	Denmark	222	France	139
Czech Rep.	876	Finland	643	France	636	Germany	142
Austria	660	Sweden	666	Thailand	692	Canada	119
Finland	732	Russia	509	Philippines	3,745	Italy	145
				Brazil ^* * Note: For pulp type 4706 and 4707, Brazil occupies the position of number 32 and 43, respectively, in the ranking.	1,298	Brazil ^* * Note: For pulp type 4706 and 4707, Brazil occupies the position of number 32 and 43, respectively, in the ranking.	195
Average eight largest	796.74	Average eight largest	585.01	Average eight largest	1,053.59	Average eight largest	149.60

Sociedade de Investigações Florestais Universidade Federal de Viçosa, CEP: 36570-900 - Viçosa - Minas Gerais - Brazil, Tel: (55 31) 3612-3959 - Viçosa - MG - Brazil
E-mail: rarvore@sif.org.br

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[1] *Corresponding author.