Despite the adverse scenario, stimulated by the exchange devaluation, the pulp industry grew and strengthened in the international market. The importance of the pulp industry has been ratified since 2014, when Brazil plunged into economic crisis. Thus, pulp exports in that year contributed 5.6% of the value of all exports registered in the country’s Trade Balance ( IBÁ, 2017 Indústria Brasileiro da Árvore - IBÁ. Regarding the destination of pulp produced in the country in 2015, 34% answered the domestic market and 66% was destined to the foreign market. These figures keep Brazil in the fourth position in the ranking of the world’s largest producer, a position achieved since 2008, losing only to the USA, China and Canada. In the year 2015 alone, the industry produced some 17.4 million tons of pulp - 15 million tons of short fiber only. The pulp industry installed in Brazil has an important role for the national economy. Just as there are management tools of great repercussion and dissemination, there are industries that reach a prominent position in a nation, due to the volume of resources they generate, the number of jobs they generate, production capacity, among other factors. The BCG matrix has applicability to the most different industries and shows itself as an important tool for portfolio management. The increase in the use and importance of the matrix is due to the ability to identify the ideal product portfolio (and/or services) of an organization, a portfolio that is classified according to its market share and its industry growth rate. 2002 76:37-74.), the BCG matrix model, also known as growth/share or growth/participation matrix, has expanded its use as a strategic tool. Competition and business strategy in historical perspective. Journal of Product Innovation Management.1999:16:333-51., which highlights the importance of portfolio management by studying the portfolio management and performance practices of a group of companies in the USA.ĭeveloped by the management consulting firm Boston Consulting Group (BCG), in the mid-1970s ( Ghemawat, 2002 Ghemawat P. New product portfolio management: pratices and performance. (1999) Cooper R, Edgett S, Kleinschmidt E. This is the result of a research done by Cooper et al.
Focused on the search for better results, companies of reference place less emphasis on financial approaches and more on strategic methods.
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