BCG Matrix Analysis  SlidesLab.com

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BCG Matrix helps companies to analyze their business units This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis.

Stars are units with a high market share in a fast-growing industry.

Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry.

Cash cows is where a company has high market share in a slow-growing industry.

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To use the chart, analysts plot a scatter graph to rank the business units (or products) on the basis of their relative market shares and growth rates.

Question marks are business operating in a high market growth, but having a low market share.

� "To be successful, a company should have a portfolio of products

with different growth rates and different market shares. The portfolio composition is a function of the balance between cash flows. High growth products require cash inputs to grow. Low growth products should generate excess cash. Both kinds are

needed simultaneously."—Bruce Henderson

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LOW  

HIGH

 STARS

Question Marks

Dogs Cash Cows

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