Boston Consulting Group (BCG) Matrix
The Boston Consulting Group Matrix (BCG Matrix), also referred to as the product portfolio matrix, is a business planning tool used to evaluate the strategic position of a firm’s’ brand portfolio. The BCG Matrix is one of the most popular portfolio analysis methods and classifies a firm’s product and/or services into a two-by-two matrix. Each quadrant is classified as low or high performance depending on the relative market share and market growth rate.
Question marks: Products with high market growth and a low market share.
Stars: Products with high market growth and a high market share.
Dogs: Products with low market growth and a low market share.
Cash cows: Products with low market growth and a high market share.
