The document discusses the BCG Growth Share Matrix, which is a tool used to evaluate a company's portfolio of business units or product lines. It positions products across two dimensions: market growth rate and relative market share. Products fall into four categories - Stars, Cash Cows, Dogs, and Question Marks. The summary provides guidance on how to manage products in each category, such as investing in Stars to maintain leadership or milking Cash Cows in mature markets.

1. BCG (Boston Consulting
Group) Growth Share
Matrix
A photographic position of
companies product line
Muhammed Suhail Jamal
MACFAST, Thiruvalla

2. BCG MATRIX
 Product line is a group of product item or
brands closely related to each other.
 Managing brands and product lines are
key elements of the product strategy.
 For a business operates in various
business or market, each business
operates in different conditions.

3. BCG MATRIX
 Companies must decide how to distribute
their limited resources among competing
needs of product to achieve the best
performance of the company.
 Management needs to decide which
brands/product lines to build, hold,
withdraw or support. Portfolio planning is
the process of managing groups of brand
or product lines.

4. BCG MATRIX
 The matrix will position the products in two
ways.
1. The rate of Market growth (Horizontal
axis).
2. Relative market share of the product
(Vertical axis).
 Matrix is build with four quadrants: Stars,
Cash cows, Dogs and Question Marks.

5. BCG MATRIX
H
i
g
h
L
o
w
High Low

6. BCG MATRIX
 STARS
Leaders of industry with high market growth rate
and high market share in it. Boost there product
by appropriate investments, monitor and
maintain the market share. Eventually with the
decrease in market growth rate, the future of
stars declines and they become the cash cow in
future. So KEEP STARS AS TOMOROWS
CASH COWS.

7. BCG MATRIX
 Cash cows
They are the leaders in a mature market.
They are stars of yesterdays. High market
share in low industrial growth rate. So
make more promotional activities, keep
market share and leadership and milk
maximum from it.

8. BCG MATRIX
 Dogs
In decline stage of both Market growth and
week market share. So it is difficult to
survive. So reduce cost or quit from the
business.

9. BCG MATRIX
 Question Mark
It is really a question mark in front of
company that where they fails. Because in
the increasing Market Growth Rate they
have only less Market Share. So company
want to make more investments and
promotional activities and make it as a Star
or if it is difficult atleast a cash cow.

10. BCG MATRIX
Quit

11. BCG MATRIX