Use this BCG Growth-Share Matrix slide to assess the relative health of a company's business units or products in terms of market growth and market share. This is an effective tool developed by the top tier management consulting firm, Boston Consulting Group. It allows organizations to quickly assess potential opportunities available and decide where to allocate resources to maximize profit. The model compares each of a company's business units or products against its main competitors by evaluating the company's share of a market and the growth trajectory of that market.
The matrix is categorized into four areas:
Dogs - Low Market Share/Low Market Growth. Your market presence is weak and it would take a lot of resources to make a profit with the opportunity. Commonly used to analyze which units should be eliminated.
Cash Cows - High Market Share / Low Market Growth. You're well established in a mature market and generating the lion's share of revenue but overall market is not growing and future growth is uncertain.
Stars - High Market Share / High Market Growth. Growth is attainable and there should be some strong opportunities to capitalize on but most likely will take a large investment to realize.
Question Marks - Low Market Share / High Market Growth. Opportunities that currently are not producing revenue due to low market share but potential is there to make money because they are in high growth markets.
Be aware that limitations do exist with this model and include:
High market share does not guarantee profit, especially in commodity markets where competition is driving prices to marginal cost.
If a "Question Mark" is incorrectly categorized as a "Dog", there's the potential to eliminate businesses with low market share that could, in the future, prove profitable.
The model accounts for only two dimensions (growth rates and market share) and does not account for other potential indicators of profitability.
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