Marketing models

BCG-matrix

BCG-matrix

The BCG-matrix (Boston Consultancy Group Matrix) is a tool to classify the business units portfolio of a company.

The model identifies 4 classifications:

  1. Question marks (high market growth rate and low relative market share)
  2. Stars (high market growth rate and high relative market share)
  3. Dogs (low market growth rate and low relative market share)
  4. Cash cows (low market growth rate and high relative market share)

BCG-matrix