It is still uncertain whether it can become a Star or a Cash Cow. Often it is concerns a product that is to be introduced and is unknown with a very small market share. It is still a big question (problem child / wild cat) what the product is going to do on the market. Based on the BCG Matrix a product or business unit can be in one of the four following categories:įigure 1 – BCG Matrix: the four quadrants 1. This is why the axes are often indicated with high and low. The absolute values of the axes are dependent on the line of business or industry. This assessment model is also known as the Boston Matrix, the Growth Share Matrix or Boston Consulting Group Matrix. It is used by organizations with high growth rates and a high market share in many high growth markets. The BCG Matrix is a portfolio management framework that helps companies decide how to prioritize their different businesses.
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