THE BOSTON CONSULTING GROUP MATRIX
Use this to identify which strategy you will use when considering the value of products and services to your organisation.
The Boston Consulting Group (BCG) Matrix is a tool that can be used to categorise an organisation’s products under one of four headings.
Source: Boston Consulting Group
KEY TO FIGURE
Stars are successful products which perform strongly against the competition, produce good returns and have the potential to increase market share.
Cash Cows are products which enjoy a relatively high market share, produce good returns but have little potential to increase market share further. ...