New decision making in portfolio analysis by Artificial Neural network: Practical combination of BCG and Ansoff matrices

This study aims to explore the joint application of both Boston and Ansoff matrices in operational development of the product. We conduct deep analysis, by utilizing the Artificial neural network, to predict the position of the product in the market while the company is interested in increasing its share. The data is gathered from two industries, called hygiene and detergent. In doing so, the effort is being made by investigating the behavior of top player companies and, recommend strategic orientations. In conclusion, this combination analysis is appropriate for operational development, as well as it plays an important role in providing the position of the product in the market for both hygiene and detergent industries. More importantly, it is seen while the company intends to increase its market, corresponding BCG matrix, which deviation in Ansoff matrix, either plus or negative occur.

کلیدواژه ها:

Artificial Neural network ، portfolio analysis ، BCG matrix ، Ansoff matrix