BCG Matrix and Growth Strategies for Business Portfolios
The Boston Consulting Group Approach
The Boston Consulting Group (BCG) growth-share matrix is a portfolio-planning method that evaluates a company's strategic business units (SBUs) in terms of market growth rate and relative market share. The SBUs are classified as follows:
- Stars
- High-growth, high-share businesses or products. They often need heavy investment to finance their rapid growth. Eventually, their growth will slow down, and they will turn into cash cows.
- Cash Cows
- Low-growth, high-share businesses or products. These are established and successful SBUs that need less investment to hold their market share. They produce a lot of cash that the company uses to pay its bills and support other SBUs that need investment.
- Question Marks
- Low-share