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BCG Matrix Model in the early 1970's.
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The BCG matrix or also
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model is a wellknown
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portfolio management tool
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used in product life cycle
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The BCG matrix model is
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BCG Matrix
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IInteresting

Topics

SPACE Matrix Strategic

Management Method
M
Quantitative Strategic Planning
Matrix (QSPM)
M
IFE Matrix (Internal Factor
E
Evaluation)
EFE Matrix (External Factor
E
Evaluation)
SWOT Analysis Matrix
S
Balanced Scorecard
B
Product Life Cycle
P
Five Forces Model by Michael
P
Porter
InternalExternal (IE) Matrix

Related
R

Topics

InternalExternal (IE) Matrix

The InternalExternal (IE)
matrix is another strategic
management tool used to
analyze working cond ...
a
SPACE Matrix Strategic
Management Method
The SPACE matrix is a
management tool used
to

1/2/2013

The BCG
model is
based on
classifica
tion of
products
(and
implicitly
also
company
business
units)
into four
categorie
s based
on
combinat
ions of
market
growth
and
market
share
relative
to the
largest
competit
or.
.

Whe
n
shou
ld I
use
the
BCG

matrix

much
either.
This

Each product has its

product life cycle
stage in product's life
represents a different
profile of risk and return. In
http://www.maxigeneral, a company should
pedia.com/BCG+matrix+model
maintain
a a company. It is used to
analyze
portfolio
of products.
determine
d
what type ...
Having a balanced product
Product
Life Cycle
Product Life Cycle (PLC)
portfolio
includes
both
is a term used to describe individual stages
high-growth
iin the life of a product. Prod ...
well as
products.
SWOT Analysis Matrix SWOT analysis,
method, or model is a way to analyze
A competitive position of your company.
SWOT
analy
...
for S
example
a new
one that

we are trying to get to

Quantitative Strategic Planning Matrix
some
market. It takes
(QSPM)
some effort and resources
Quantitative
Strategic Planning Matrix
to market
it, to build
(QSPM)
is
a
highlevel
distribution channels, andstrategic
management
approach for eva ...
to build
sales
infrastructure, but it is a
Favorite
product
that is Topic
expected to
bring the
gold
in
the future.
Online sales tax Online sales tax is a
An example
of that
this you
product
sales tax
may owe on items
wouldthat
be an
iPod.
you purchased over the internet or
through a mailin catalogue. Most states

A
require their residents to pay sales tax
on online
purchases ...
example
an established
product known by the
market.
Characteristics
of
More
Details
this1/2/2013
product do not change
much, customers know
what they are getting, and
the price does not change

product has only limited budget for marketing. The is the

milking cow that brings in the constant flow of cash. An
example of this product would be a regular Colgate
toothpaste.
But the question is, how do we exactly find out what
phase our product is in, and how do we classify what we
sell? Furthermore, we also ask, where does each of our
products fit into our product mix? Should we promote one
product more than the other one? The BCG matrix can
help with this.
The BCG matrix reaches further behind product mix.
Knowing what we are selling helps managers to make
decisions about what priorities to assign to not only
products but also company departments and business
units.

What is the BCG

matrix and how does
the BCG model work?
Placing products in the BCG matrix results in 4 categories
in a portfolio of a company:
BCG STARS (high growth, high market share)
Stars are defined by having high market share in a
growing market. Stars are the leaders in the business but
still need a lot of support for promotion a placement.

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1/2/2013

http://www.maxi-pedia.com/BCG+matrix+model 1/2/2013
If market share is kept, Stars are likely to grow into cash cows.
BCG QUESTION MARKS
(high growth, low market share)
These products are in growing markets but have low market share. Question marks are
essentially new products where buyers have yet to discover them. The marketing strategy
is to get markets to adopt these products. Question marks have high demands and low
returns due to low market share. These products need to increase their market share
quickly or they become dogs. The best way to handle Question marks is to either invest
heavily in them to gain market share or to sell them.
BCG CASH COWS (low growth, high market share)
Cash cows are in a position of high market share in a mature market. If competitive
advantage has been achieved, cash cows have high profit margins and generate a lot of
cash flow. Because of the low growth, promotion and placement investments are low. Investments into supporting infrastructure can improve efficiency and increase cash flow
more. Cash cows are the products that businesses strive for.

BCG DOGS (low growth, low market share)

Dogs are in low growth markets and have low market share. Dogs should be avoided and
minimized. Expensive turnaround plans usually do not help.
And now, let's put all this into a picture:

Are there any problems with the BCG matrix model?

Some limitations of the BCG matrix model include:
S
T
The
first problem can be how we define market and how we get data about market share
A high market share does not necessarily lead to profitability at all times
The model employs only two dimensions market share and product or service growth
rate

http://www.maxi-pedia.com/BCG+matrix+model

http://www.maxi-pedia.com/BCG+matrix+model 1/2/2013
h
Low share or niche businesses can be profitable too (some Dogs can be more profitable
tthan cash Cows)
The model does not reflect growth rates of the overall market
T
The model neglects the effects of synergy between business units
T
Market growth is not the only indicator for attractiveness of a market
There are probably even more aspects that need to be considered in a particular use of
the BCG model.

Where can I find

more information
about the BCG matrix
model?

ffd8ffe000104a46494600010101006800680000ffe
We recommend reading the following book: e000e41646f626500640000000001ffdb004300020
20202020202020202030302030406040403030407
Book: Carl W. Stern, George Stalk 0506040609080909090808080a0b0e0c0a0a0d0a0
Perspectives on Strategy
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db004301030303040304070404070f0a080a0f0f0f0
This book was published by the Boston
f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f
Consulting Group.
0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0f0fffc00011080
120017203011100021101031101ffc4001f0000010
Are there other
50101010101010000000000000000010203040506
models that I might be interested0708090a0bffc400b5100002010303020403050504
040000017d0102030004110512213141061351610
in?
7227114328191a1082342b1c11552d1f0243362728
2090a161718191a25262728292a3435363738393a
We can recommend reading about the
434445464748494a535455565758595a636465666
SWOT model, SPACE matrix, and Michael
768696a737475767778797a838485868788898a92
Porter's Five Forces model.
939495969798999aa2a3a4a5a6a7a8a9aab2b3b4b
5b6b7b8b9bac2c3c4c5c6c7c8c9cad2d3d4d5d6d7d
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c4001f01000301010101010101010100000000000
00102030405060708090a0bffc400b511000201020
40403040705040400010277000102031104052131
061241510761711322328108144291a1b1c109233
352f0156272d10a162434e125f11718191a26

http://www.maxi-pedia.com/BCG+matrix+model 1/2/2013
The BCG matrix model has some similarities with the
InternalExternal IE matrix
method.

What is the next level

of strategic management analysis?
The BCG matrix can help to find a strategy. But, what if we have 23 strategies and need to
decide which one is the best one? The Quantitative Strategic Planning Matrix (QSPM)
model can be used to compare strategic alternatives.

I have questions about the BCG matrix

In case you have any questions about the BCG matrix, you might want to submit them at
our management discussion forum.
You might also be interested in reading about the Balanced Scorecard model and about
the Porter's Five Forces model.
.

Finance & Business Management

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