BCG Growth Share Matrix

AAA

DEFINITION of 'BCG Growth Share Matrix'

A planning tool that uses graphical representations of a company’s products and services in an effort to help the company decide what it should keep, sell or invest more in. The BCG growth share matrix plots a company’s offerings in a four square matrix, with the y-axis representing rate of market growth and the x-axis representing market share. The BCG growth share matrix was developed by the Boston Consulting Group (BCG) in the 1970s.

INVESTOPEDIA EXPLAINS 'BCG Growth Share Matrix'

The BCG growth share matrix breaks down products into four categories: dogs, cows, stars and “unknown”. If a company’s product has low market share and is in a low rate of growth market, it is considered a “dog” and should be sold off. Products that are in low growth areas but which the company has a large market share are considered “cows”, meaning that the company should “milk” the “cash cow” for as long as it can. Products that are both in high growth markets and make up a sizeable portion of that market are considered “stars”, and should be invested in more. Questionable opportunities are those in high growth rate markets, but in which the company doesn’t maintain a large market share. Products in this quadrant are to be analyzed more.

The matrix is a decision making tool and is does not necessarily take into account all the factors that a business ultimately must face. For example, increasing market share may be more expensive than the additional revenue gain from new sales. The matrix is not a predictive tool: it neither takes into account new, disruptive products entering the market, or rapid shifts in consumer demand. Because product development may take years, businesses must plan for contingencies carefully.

RELATED TERMS
  1. Dog

    One of the four categories or quadrants of the BCG Growth-Share ...
  2. Problem Child

    A company’s business unit that has a small market share in a ...
  3. Star

    1. A type of candlestick formation that is identified when a ...
  4. Market Share

    The percentage of an industry or market's total sales that is ...
  5. Cash Cow

    1. One of the four categories (quadrants) in the BCG growth-share ...
  6. Corporation

    A legal entity that is separate and distinct from its owners. ...
Related Articles
  1. Capital Structure
    Investing

    Capital Structure

  2. Find Short-Sale Listings
    Investing

    Find Short-Sale Listings

  3. A Guide To The Six Sigma Black Belt
    Investing Basics

    A Guide To The Six Sigma Black Belt

  4. A Guide To The Six Sigma Green Belt
    Investing Basics

    A Guide To The Six Sigma Green Belt

comments powered by Disqus
Hot Definitions
  1. Letter Of Credit

    A letter from a bank guaranteeing that a buyer's payment to a seller will be received on time and for the correct amount. ...
  2. Due Diligence - DD

    1. An investigation or audit of a potential investment. Due diligence serves to confirm all material facts in regards to ...
  3. Certificate Of Deposit - CD

    A savings certificate entitling the bearer to receive interest. A CD bears a maturity date, a specified fixed interest rate ...
  4. Days Sales Of Inventory - DSI

    A financial measure of a company's performance that gives investors an idea of how long it takes a company to turn its inventory ...
  5. Accounts Payable - AP

    An accounting entry that represents an entity's obligation to pay off a short-term debt to its creditors. The accounts payable ...
  6. Ratio Analysis

    Quantitative analysis of information contained in a company’s financial statements. Ratio analysis is based on line items ...
Trading Center