In B.C.G. matrix, for what purposes the metaphors like stars, cows and dogs are used?
In B.C.G. matrix, for what purposes the metaphors like stars, cows and dogs are used?
Chiranjibi Mar. 16, 2018
The Boston Consulting group's product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products.
- Stars are products or SBUs with high market share in a market which is growing rapidly.
- Cash Cows are low-growth, high market share businesses or products.
- Question Marks are low market share business in high-growth markets.
- Dogs are low-growth, low-share businesses and products.
