2. The BCG growth share matrix is a portfolio planning model
developed by Bruce Henderson of the Boston Consulting Group in
the early 1970s.
According to this technique, businesses or products are classified
as low or high performers depending upon their market growth rate
and relative market share.
It is based on product life cycle theory.
3. The BCG Matrix has 2 dimensions
4. Market share
Market share is the percentage of the total market that is being
serviced by your company, measured either in revenue terms or unit
RELATIVE MARKET SHARE
• RMS = Business unit sales this year /Leading rival sales this year
5. Market growth is used as a measure of a market’s attractiveness.
MGR = (Individual sales this year - individual sales last year)/
Individual sales last year
The basic idea behind it is, if a product has a bigger market share
or if the product's market grows faster, it is better for the company.
7. It is a portfolio planning model which is based on the observation
that a company’s business units can be classified in to four
9. Star (high growth, high market share)
Stars are leaders in the business.
Stars use large amounts of cash.
Stars usually generate cash for the company
Attempts should be made to hold the market share otherwise
the star will became a cash cow.
10. Cash Cows (low growth, high market share)
Cash Cows are often the stars of yesterday and they are the
foundation of a company.
Profits and cash generation should be high.
Low market growth does not attract new competitors.
Low market growth, call for less investments.
11. Dogs (low growth, low market share)
Business is situated at a declining stage .
Dogs are the cash traps.
Avoid and minimize the number of Dogs
Watch out for expensive 'rescue plans‘
Dogs must deliver cash, otherwise they must be liquidated.
12. Question Marks (high growth, low
Most business start of as question marks.
Question marks have potential to become star & evenly cash
cow but can also become dog.
They will absorb great amount of cash if the market share
Question Marks have high cash demands.
Question Marks generate low returns.
13. Limitations of BCG Matrix
The model uses only two dimensions – market share
and growth rate.
High market share is not the only success factor.
Market growth is not the only indicator for attractiveness of a
Problems of getting data on market share and market growth.
There is no clear definition of what constitutes a “ market”.