It will need to be complemented by other analysis tools, such as the SWOT matrix for example. Dogs : low penetration of market in a low growth market.ĭefine strategic approach for business-plan cannot rely solely on the use of the BCG matrix.Question marks : low penetration of market in a high growth market,.Cash cows : strong penetration of market and low growth of the market,.Stars : strong market penetration and strong growth of the market,.This will allow to categorize the products or Strategic Porter Five Forces analysis in 4 categories : 👇 Thus, attractiveness of the market and the competitive position of each company’s product-development or marketing activities, are demonstrated.

👉 Here is an infographic to show you what the BCG matrix looks like in a general way: ✅ It allows professionals to better understand the positioning of their product portfolio, based on the target market growth (vertical axis from – to +) and the company’s relative to market share (horizontal axis from + to -). I admit it’s a bit dated, 😅 but this matrix is still a topical marketing tool since it’s very simple to use and understand for your new business. Henderson, popularized the concept in an essay entitled “The Product Portfolio” in 1970. It is a strategic analysis tool created by employees of the “Boston Consulting Group” in the United States: Alan Zakon first sketched it and then, together with his colleagues, he refined his theory.

Let’s go ! 🚀įirst, a little history to understand better the BCG Matrix. 🤓 We will also see, 5 examples of use in business environment to better illustrate these ideas. In this article, we will see how the BCG Matrix works and what are the steps to make your own marketing strategy.

Bcg matrix amc