12-04-2014, 03:54 PM
BCG MATRIX
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BCG MATRIX
Boston Consulting Group (BCG) Matrix
It has two dimensions : Market Share and Market Growth
Portfolio analysis tool
Four cells : Stars, Cash cow, Dogs, Question marks
STARS
High growth & High market share
Moderate positive or negative cash flow
Stars represent business units having large market share in a fast growing industry
QUESTION MARK
High market growth & low market share
Large negative cash flow
CASH COW
High market share & low market growth.
Large positive cash flow.
Little investment is require.
DOGS
Low market share & Low growth
Businesses having weak market shares in low-growth markets