![]() ![]() This article will cover each of these categories and how to properly use the BCG Matrix yourself.įigure 1: BCG Matrix BCG Matrix Example: Samsung’s Product Portfolio Depending on how well the unit and the industry is doing, four different category labels can be attributed to each unit: Dogs, Question Marks, Cash Cows and Stars. The main purpose of the BCG Matrix is therefore to make investment decisions on a corporate level. By combining these two variables into a matrix, a corporation can plot their business units accordingly and determine where to allocate extra (financial) resources, where to cash out and where to divest. ![]() BCG Matrix (also known as the Boston Consulting Group analysis, the Growth-Share matrix, the Boston Box or Product Portfolio matrix) is a tool used in corporate strategy to analyse business units or product lines based on two variables: relative market share and the market growth rate.
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