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About BCG Matrix
BCG-matrix aka Growth-Share matrix is a kind of diagram developed by Bruce D. Henderson in 1970 for Boston Consulting Group, which is why its name contains the letters "BCG", the shortened form of the company name. It can be defined as a portfolio planning model based on product life cycle theory. It is best used for analyzing the product or services that a corporate is offering or planning to offer.
It is an effective analytical tool that helps in evaluating various business areas such as product management, portfolio analysis, brand marketing and strategic management. It uses a scatter plot graph for ranking various units within a corporation according to their growth rates, market share and positive or negative cash flow that they involve. In using this concept, the units are categorized as stars, cash cows, dogs or question marks.
Stars represent high market share and high growth. Cash cows are for high market share but slow growth. However, these are the units from where the companies make profit. Question mark types are for those with low market share but high growth. Finally, dogs or pets stand for low market share with slow growth and are often the candidates for divestiture.