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BCG model

he Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a busi...


he 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. It's also known as the Growth/Share Matrix.
The Matrix is divided into 4 quadrants derived on market growth and relative market share, as shown in the diagram below.
The-Growth-Share-matrix
  • 1. Dogs: These are products with low growth or market share.
  • 2. Question marks or Problem Child: Products in high growth markets with low market share.
  • 3. Stars: Products in high growth markets with high market share.
  • 4. Cash cows: Products in low growth markets with high market share

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