their profit. Economic - leverage, capital intensity, margins.

Dogs and Question Marks. "BCG Classics Revisited: The Growth Share Matrix."

The BCG matrix is a two-by-two matrix that classifies businesses, divisions or products according to the present market share and the future growth of that market. Market share is seen to be a good indicator of competitive strength, The cash that they then generate can be used to turn, low share competitors entering the market late may be on the steepest experience curve, low share competitors may have some in-built cost advantage, not all products have costs related to experience.

The Cash Cow cycle deals with low growth and high share. Cash cows, seen in the lower left quadrant, are typically leading products in markets that are mature., Generally, these products generate returns that are higher than the market's growth rate and sustain itself from a cash flow perspective. google_ad_format = "468x60_as"; (BCG defines a cash cow as a product occupying a strong position in a static or slow growing market.)

Share of industry - represented by a segment of the circle.

Growth - a firm, product or SBU in these sectors would call for investment support to allow growth with the market. Withdrawal - probably already losing money; net cash flow negative over time. high growth and high share, this method requires an increased investment Competition - number and size of competitors, price competition, barriers to entry, substitutes. Try harder - external financing may be justified to push a unit in this sector to a leadership position.

The matrix comprises 4 quadrants, cash cows, stars, question marks and dogs. There are a number of dangers in assuming that a product is a 'cash cow'. Government - subsidies/grants, purchases, protection, regulation, taxation.

They typically grow fast but consume large amounts of company resources. The dog product has a low relative market share in a low-growth market. Accessed Sept. 26, 2020.

The BCG Matrix is a business method that was created by the Boston Consulting Group in the 1970’s. great possibilities, but for today's companies it may need to be It is best to try and increase market share or get it to A problem child (sometimes called 'question mark') is characterised by a low market share in a high-growth market. Re-invest most aggressively in technology, capacity and marketing, Leverage strengths into more attractive segments, Use economies of scale to outspend competition, Maintain leadership in more attractive segments, Differentiate product, service or business approach, Increase level segmentation to differentiate strategies between growth and harvest, Harvest by pricing up, selling shares and cutting costs aggressively through line pruning, Seek advantage, e.g. Competitors will be attracted to the market by the high growth rates. market share and this is not the only meter for success.

Rather than simply market growth and share, the DPM considers a range of factors including the following.

Furthermore, the BCG portfolio theory does not seem to take into account the need for competitive strategy. due to the continuous growth. We also reference original research from other reputable publishers where appropriate. Kaplan Financial Limited. There are many examples of businesses with a low market share continuing to operate profitably. Growth Market Share strategy and many samples can be found on the web. The Stars is the scenario where there is the optimum situation of Industry attractiveness - which includes the size, growth, diversity, profitability and competitive structure of the industry, as well as relevant political, economic, social and technological factors. The matrix is not a predictive tool; it takes into account neither new, disruptive products entering the market nor rapid shifts in consumer demand.

(3)The matrix implies only those with large market shares should remain.

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.


A cash cow is one of the four BCG matrix categories that represents a product or business with high market share and low market growth. The BCG Matrix is a

liquidate. Also known as the Boston Box or Grid, BCG Charts are divided into four types of scenarios, Stars, Cash Cows, Dogs and Question Marks. The BCG growth-share matrix contains four distinct categories: "dogs," "cash cows," "stars," and “question marks.”. Fortune once described this model as the worst business model ever devised. For example, increasing market share may be more expensive than the additional revenue gain from new sales. The midpoint of the growth dimension is usually set at 10% annual growth rate; markets growing in excess of 10% are considered to be high-growth markets and those growing at less are low-growth markets. //-->.

Also known as the Boston Box or Grid, BCG Charts are divided into four types of scenarios, Stars, Cash Cows,

This business method bases its theory on the life cycle of products.

Growth is seen as the best measure of market attractiveness.

A star has a high relative market share in a high-growth market. is designed to reveal whether the organisation has: too few products or services with growth potential, insufficient product or service profit generators to maintain present organisation performance or to provide investment funds for the nurturing of tomorrow's successful ventures, should be applied to SBUs, that is units dealing with particular market segments not whole markets, will result in different targets and expectations for different parts of the organisation, which will impact on the resource allocation processes - both capital and revenue budgets, can the service can be provided effectively while giving value for money.

A very large number of small but successful businesses are 'dogs', and according to the BCG concept are ripe for reinvestment or liquidation.

The company must decide whether to do nothing (but cash continues to be absorbed) or market more intensively (requiring substantial investment) or get out of this market ("double or quit"). The model ought to be used as a means to an end, not as representing the end objective in itself.

plan for an appropriate balance of resources between conflicting product-market claims. It represents what percentage of sales has turned into profits. The matrix is a decision-making tool, and it does not necessarily take into account all the factors that a business ultimately must face. Market - demographic factors, growth, seasonality, maturity.

A similar approach can be used to assess the different services provided by public sector organisations.

Competitors, who have the advantage of having larger market shares, are likely to fiercely resist any attempts to reduce their share of a low-growth or static market. Market share can be maintained or increased through price reductions, product modifications, and/or greater distribution. However the analysis is not totally quantitative and judgements need to be made. These products should be taken advantage of for as long as possible. The firm's strategy is oriented towards maintaining the product's strong position in the market. Investopedia requires writers to use primary sources to support their work.

A star is a candlestick formation that happens when a small bodied-candle is positioned above the price range of the previous candle.

BCG Analysis is a great stepping stone for market research and has Products that are in high growth markets and that make up a sizable portion of that market are considered “stars” and should be invested in more. Anything to the left of the midpoint indicates that the organisation has the leading market share position.

An organisation with such a product can attempt to appeal to a specialised market, delete the product or harvest profits by cutting back support services to a minimum.

Personnel - employee quality, top management quality, industrial relations, trade union strength, training, labour costs. A company might, for example, launch a product to act as a 'second front' to support the thrust of its main offering, although the product, by definition, is a dog. Market - share, growth, product maturity, product quality, product mix, marketing ability, price strategy, customer loyalty.

Substantial net cash input is required to maintain or increase market share.

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