Portfolio analysis techniques in determining competitive strategies: An application in the construction sector

It is the most common technique used in determining the competitive strategies of companies in strategic management, portfolio analysis. Portfolio analysis is an application where companies can distinguish product groups and products according to the shares they have in the market. This study is an investigation of BCG analysis, one of the most widely used portfolio analysis matrices, in the construction industry and to determine the competitive strategies of the company. The product groups of a company that is the leader in the sale of machinery used in the construction sector were analyzed and the BCG Matrix was created according to these product groups. No matter how much the effect of the pandemic, which causes serious fluctuations in the global market, is felt, guiding data has been obtained in terms of determining the competitive strategies to be chosen by a construction machinery sales company trying to increase its production activities in the Turkish market. Based on results of the analysis, the market growth rate of the construction sector continues to increase. For this reason, investing in this sector can bring commercial income. Analysis studies were carried out for products operating in different applications, and appropriate strategies were determined according to product groups.