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Products in the dogs quadrant are in a market that is growing slowly and where the product have a low market share. Products in the dogs quadrant are typically able to sustain themselves and provide cash flows, but the products will never reach the stars quadrant. Firms typically phase out products in the dogs quadrant unless the products are complementary to existing products or are used for a competitive purpose. The horizontal axis of the BCG Matrix represents the amount of market share of a product and its strength in the particular market.

Despite the high revenue, but, it also consumes high costs to maintain its position. At the end of the day, the goal isn’t to succeed in any one area – it’s to create a diversified portfolio. You need products in every quadrant of your BCG matrix to keep a healthy cash flow and offer products that can secure your company’s future. When examining market growth, you need to objectively analyze your competition and think in terms of growth over the next three years.

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what does stars symbolize in bcg matrix share gains have the potential to generate a cash surplus due to the effect of economies of scale. Larger businesses can use it to obtain volume and achieve results. Dogs – Nestea and Other Items in this category don’t offer many noteworthy advantages. Future investments are therefore viewed as a waste of money. Companies should significantly invest in these “stars” as they have high future potential.

How to Use a BCG Matrix – Business News Daily

How to Use a BCG Matrix.

Posted: Tue, 21 Feb 2023 08:00:00 GMT [source]

In this four-quadrant BCG matrix template, market share is shown on the horizontal line and growth rate is found along the vertical line . The four quadrants are designated Stars , Question Marks , Cash Cows and Dogs . Most companies offer a wide variety of products, but some deliver greater returns than others. It can also help companies identify a new product to introduce to the market. The BCG Growth-Share Matrix considers a company’s growth prospects and available market share via a 2×2 grid. By assigning each business to one of these four categories, executives can then decide where to focus their resources and capital to generate the most value, as well as where to cut their losses.

This category has successfully dominated the market and requires relatively little investment. Hence, a cash cow is a potential source of cash in for the company. Now that you understand what a BCG matrix is and some of its pros and cons, let’s look at how you can set up your own matrix.

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You can also do a PEST analysis to consider political, economic, social and technological factors. Buying market share requires an additional increment or investment. Margins and cash generated are a function of market share. The BCG matrix is a simple framework that all companies can use to evaluate their products.

Stars can eventually become Cash Cows if they sustain their success until a time when a high-growth market slows down. A key tenet of a BCG strategy for growth is to invest in Stars. Ideally, the company has a balanced product portfolio between cash cow, question mark, and star. A focus on cash cows alone can create problems in the long run. Indeed, at present, the cash cow is the company’s primary source of money. Still, the market’s low growth may only last for a short time.

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Also sometime referred to as Question Marks, these products prove to be tricky ones for product managers. These products are in a high growth market but do not seem to have a high share of the market. The reason for this could be that it’s a very new product to the market. If this is not the case, then some questions need to be asked. It could be that these products just need more investment behind them to become Stars. This is due to less competitive pressures with a low growth market and they usually enjoy a dominant position that has been generated from economies of scale.

  • However, due to the growing number of competitors, its growth could be more apparent, and its demand is relatively high.
  • Each of these quadrants is discussed in more depth later in this article.
  • The second dimension then measures the product’s market share relative to the largest competitor in the industry.
  • Products in the cash cows quadrant are “milked” and firms invest as little cash as possible while reaping the profits generated from the products.
  • The reason for this could be that it’s a very new product to the market.

A firm benefits from utilizing economies of scale and gains a cost advantage relative to competitors. The Boston Consulting Group Matrix , also referred to as the product portfolio matrix, is a business planning tool used to evaluate the strategic position of a firm’s brand portfolio. The BCG Matrix is one of the most popular portfolio analysis methods. It classifies a firm’s product and/or services into a two-by-two matrix. Each quadrant is classified as low or high performance, depending on the relative market share and market growth rate. Learn more about strategy in CFI’s Business Strategy Course.

Question marks are in the upper right portion of the grid. They typically grow fast but consume large amounts of company resources. Products in this quadrant should be analyzed frequently and closely to see if they are worth maintaining. The matrix is divided into four quadrants based on market growth and relative market share. Each of these quadrants is discussed in more depth later in this article.

You need to get your payoff from growth when the growth slows – you lose your opportunity if you hesitate. The payoff is cash that cannot be reinvested in that product. Since consumer preferences are constantly changing, it’s impossible to predict the long-term growth of any product. That’s why you should regularly revise and update your BCG matrix as market conditions change.

The products within the star quadrant in the BCG matrix have a strong competitive performance in the market and they have high future potential. The Boston Consulting Group’s management expert, Bruce Henderson, created it as a tool for portfolio planning in the early 1970s. Henderson believed that the business units of a firm that were more mature and producing substantial amounts of cash could provide the capital needed by the expanding business units. In addition, the product line could get a cost advantage by investing to dominate the market in an expanding area. It is a tool to evaluate the current worth of a company’s units or product lines.

Porter’s Five Forces offer businesses a way to analyze and… There are drawbacks to using a BCG matrix, so some organizations may want to consider alternative models. A star is a candlestick formation that happens when a small bodied-candle is positioned above the price range of the previous candle. BCG stands for the Boston Consulting Group, a well-respected management consulting firm.

Cash Cows (high share, low growth)

Question marks are the most managerially intensive products and require extensive investment and resources to increase their market share. Investments in question marks are typically funded by cash flows from the cash cow quadrant. The term “growth-share” refers to the fact that a firm’s units can be divided into four groups depending on mixes of growth and share compared to the main rival. Industry attractiveness is proxied by market growth, while the competitive advantage is proxied by relative market share. Thus, the growth-share matrix maps the positions of the business units within these two crucial profitability factors. Companies also need new products such as stars, which can become the next cash cow.

Place each of your products in the appropriate box based on where they rank in market share and growth. Where you set the dividing line between each quadrant depends in part on how your company compares to the competition. A BCG matrix is a model used to analyze a business’s products to aid with long-term strategic planning. The matrix helps companies identify new growth opportunities and decide how they should invest for the future. The matrix is a decision-making tool, and it does not necessarily take into account all the factors that a business ultimately must face.

This includes but not limited to Pune University, Mumbai University, Anna University & many more. To ensure you understand a BCG analysis, it can be worthwhile to look at a real-life BCG matrix example. A famous BCG matrix example is that of The Coca-Cola Company, which owns many more drink lines than just its titular brand. Divest the amount of money invested in a product and apply it elsewhere.

From building the ideal product portfolio to the rule of three and four, explore more than 50 years of BCG business strategy classics. The growth share matrix—put forth by the founder of BCG, Bruce Henderson, in 1970—remains a powerful tool for managing strategic experimentation amid rapid, unpredictable change. The added cash required to hold shares is a function of growth rates.

The Boston and the Ansoff Matrix are marketing tools created to assist businesses in exploring their product portfolios and planning where to concentrate their efforts. The well-known management consulting company Boston Consulting Group is known by the initials BCG. Companies should invest in or discard these “question marks,” depending on their chances of becoming stars.

However, since these business units are growing rapidly, they have the potential to turn into Stars in a high-growth market. Companies are advised to invest in Question Marks if the products have potential for growth, or to sell if they do not. Products that are in high growth markets and that make up a sizable portion of that market are considered “stars” and should be invested in more. In the upper left quadrant are stars, which generate high income but also consume large amounts of company cash.


The creation of the growth share matrix was a collaborative effort. BCG’s Alan Zakon—who would go on to become the firm’s CEO—first sketched it and then refined it together with his colleagues. BCG’s founder, Bruce Henderson, popularized the concept in his essay The Product Portfolio, in 1970. At the height of its success, the growth share matrix was used by about half of all Fortune 500 companies; today, it is still central in business school teachings on business strategy. While a great tool, the BCG matrix isn’t for every business.

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Office of Diversity & Inclusion.

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If a star can remain a market leader, it eventually becomes a cash cow when the market’s overall growth rate declines. Products in the star quadrant are in a market that is growing quickly and one where the product have a high market share. Products in the stars quadrant are market-leading products and require significant investment to retain their market position, boost growth, and maintain a competitive advantage.

The company prefers to be logical and approach planning from a strategic perspective. Divest – An investment made in a product should be transferred and used elsewhere. Abhipedia , 360 degree exam Preparation platform is a product of 22 years of Experience of Abhimanu Expert Sh Parveen Bansal, caters to learning needs of students.


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