B.C.G. analysis is a technique used in brand marketing, product management, and strategic management to help a company decide what products to add to its product portfolio. It involves rating products according to their relative market share and market growth rate. The products are then plotted on a two dimensional map. Products with high market share but low growth are referred to as "cash cows". Products with high market share and high growth are referred to as "stars". Products with low market share in a low growth market are referred to as "dogs" and should usually be managed for value, that is as much money should be harvested from those products with low or no investments. Products with low market share but high market growth are referred to as "question marks" or "problem children". It is crucial for those products or brands to improve their market share before the market growth is consumed by the competition. The technique can also be applied to a portfolio of companies. This article is about the concept in marketing. ... Product Management is one of the four areas of marketing. ... Strategic management is the process of specifying an organizations objectives, developing policies and plans to achieve these objectives, and allocating resources so as to implement the plans. ... // Finance Main article portfolio (finance) In finance, a portfolio is a collection of investments held by an institution or a private individual. ... Market share, in strategic management and marketing, is the percentage or proportion of the total available market or market segment that is being serviced by a company. ...

BCG Matrix

Each circle represents a product or brand. The size of the circle indicates the value of the sales of that product or brand.

















A "question mark" has the potential to become a "star" in the future if it is developed. A company should have a balanced portfolio. This implies having at least one "cash cow" which can generate revenue that can be used to develop one or more "question mark". This process, referred to as "milking your cash cow", is shown in the next diagram where the arrows represent cash flows.
Image File history File links BCG_Matrix_with_products-small_png. ...

B.C.G. Analysis was originally developed by Bruce Henderson at the Boston Consulting Group in the early 1970s. Image File history File links BCG_Matrix_with_cashflows-small_png. ... The Boston Consulting Group (BCG) is a management consulting firm founded by Bruce D. Henderson in 1963. ...

see also product management, product portfolio, New Product Development, G.E. Multi Factoral analysis, marketing, strategic management Product Management is one of the four areas of marketing. ... // Finance Main article portfolio (finance) In finance, a portfolio is a collection of investments held by an institution or a private individual. ... New Product Development is a business and engineering term which describes the complete process of bringing a new product to market. ... G.E. multi factoral analysis is a technique used in brand marketing and product management to help a company decide what product(s) to add to its product portfolio. ... Marketing is the process of planning and executing the pricing, promotion, and distribution of goods, ideas, and services to create exchanges that satisfy individual and organizational goals. ... Strategic management is the process of specifying an organizations objectives, developing policies and plans to achieve these objectives, and allocating resources so as to implement the plans. ...