BCG matrix developed by Boston Consulting Group is an analytical tool used to assess company’s product lines. It aims at helping the company to make the best possible allocation of its resources. Growth Share matrix uses relative market share and industry growth rate factors to evaluate the potential of business brand portfolio and suggest further investment strategies. The BCG growth-share matrix is a tool used internally by management to assess the current state of value of a firm's units or product lines. The Growth-share matrix aids the company in deciding which products or units to either keep, sell, or invest more in. Market share is the percentage of the total market that is being serviced by your company measured either in the revenue terms or unit volume terms Market Growth is used as a measure of a market’s attractiveness. The matrix is a decision-making tool, and it does not necessarily take into account all the factors that a business ultimately must face. For example, increasing market share may be more expensive than the additional revenue gain from new sales. Because product development may take years, businesses must plan for contingencies carefully.