BCG matrix
BCG matrix: a snack company's range
Stars
Question marks
Cash cows
Dogs
High market share
Low market share
Market growing fast
Market growing slowly
Protein bars
Oat milk bites
Seaweed crisps
Kids' lunchbox packs
Classic salted chips
Corn chips
Diet crackers
Cheese puffs, 1 kg tub
Make a BCG matrix
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What a BCG matrix is
“The growth–share matrix (also known as the product portfolio matrix, Boston Box, BCG-matrix, Boston matrix, Boston Consulting Group portfolio analysis and portfolio diagram) is a matrix used to help corporations to analyze their business units, that is, their product lines.”
Types of 2×2 matrix
When to use a BCG matrix
A product
Sort a company's products into stars, question marks, cash cows and dogs.
Strategy
Decide where money goes: feed the stars, milk the cash cows, drop the dogs.
Studying
A classic in business classes: share of the market across, growth of the market up.
How to make a BCG matrix
- 1Draw four boxesBCG matrix: a snack company's rangeStarsQuestion marksCash cowsDogsHigh market shareLow market shareMarket growing fastMarket growing slowly
- 2Place the starsBCG matrix: a snack company's rangeStarsQuestion marksCash cowsDogsHigh market shareLow market shareMarket growing fastMarket growing slowlyProtein barsOat milk bites
- 3Place the restBCG matrix: a snack company's rangeStarsQuestion marksCash cowsDogsHigh market shareLow market shareMarket growing fastMarket growing slowlyProtein barsOat milk bitesSeaweed crispsKids' lunchbox packsClassic salted chipsCorn chipsDiet crackersCheese puffs, 1 kg tub
Helpful resources
Questions
- Where does it come from?
BCG's founder Bruce D. Henderson popularized the concept in an essay titled "The Product Portfolio" in BCG's publication Perspectives in 1970.
From Wikipedia — Growth–share matrix — CC BY-SA 4.0- Do I need an account?
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