The BCG is more relevant to larger organizations with multiple services and markets. However, smaller businesses that have a broad range of products can use this to analyse their products. Each quadrant represents a relative position based on market growth and relative market share. It’s also known as the Growth/Share Matrix. The Boston Consulting Group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. Stars: Products in high growth markets with high market share.Ĭash cows: Products in low growth markets with high market share How to use the BCG Matrix model Question marks or Problem Child: Products in high growth markets with low market share. THE BCG Matrix What are the four quadrants of the BCG Matrix?ĭogs: These are products with low growth or market share.
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