The document discusses the Boston Consulting Group's (BCG) growth-share matrix, a tool for product portfolio management developed in 1970 to categorize products based on market growth and market share into four quadrants: stars, question marks, dogs, and cash cows. It outlines the advantages such as its simplicity and effective resource allocation, along with limitations including potential misclassification and difficulties in defining the market. The document also provides examples from Google and concludes that despite its limitations, the BCG matrix remains a widely used strategic framework.

1. BOSTON OR GROWTH-SHARE MATRIX
BCG
MATRIX
GROUP – B

2. Group-B Members
1. Rakesh Vishwakarma
2. Sareer Hussain
3. Sandeep Sarkar
4. Partha Partim Bora
5. Sanjay Barman
6. Aniket Raj

3. Contents
G
C B
1. Introduction
2. Categories of BCG matrix
• Stars
• Question marks
• Dogs
• Cash cows
3. Advantages of BCG matrix
4. Limitations of BCG matrix
5. BCG matrix of google

4. BCG Matrix
o The Matrix is ​​created by Bruce Henderson Boston Consulting
Group of USA in 1970.
o It is a product portfolio Management tool.
o It is used to prioritize different products and services
according to market growth & market share.
o It helps the company to decide what they should keep, sell, or
invest more in.
Bruce Henderson
G
C B

5. Market Share
MarketGrowth
High
High
Low
Low
The BCG matrix categorizes products
into four categories based on :
• Market share (Horizontal)
• Market Growth (Vertical)
Quadrants :
1. Stars
2. Question marks (Problem
Child)
3. Dogs ( Pets )
4. Cash Cows

6. Stars Products
Stars
High Market Share
HighMarketGrowth
o High Market growth, High Market share.
o Can be the market leading products.
o Generates high income.
o Requires large amounts of investment to sustain.
o Generate more ROI than other product categories.
o Stars can become cash cows, when the market
growth rate declines.
e.g. Youtube by Google.

7. Question Marks
Low Market Share
HighMarketGrowth
o High market growth, low market share.
o These products are the startup or new products.
o Doubtful future.
o Requires right strategies & high investment to
become a star product.
o It can become a shining star or a dog.
Question mark Products
e.g. Google Pay

8. Dogs
Low Market Share
LowMarketGrowth
Dogs Products
o Low market growth, low market share.
o Weak in market.
o Generates low or negative cash returns.
o It drains company resources.
o Not worth much investment.
e.g. The Tata nano

9. Cash Cows
High Market Share
LowMarketGrowth
Cash Cows Products
o Low market growth, high market share.
o Doing well in no growth.
o They are foundation of the company.
o They generates more cash than required.
o High future potential.
e.g. The Macbook air is Apple's cash cow

10. Advantages of BCG matrix
o It is simple and very easy to understand.
o It also provides base management to
prepare for future actions.
o It used to determine how company
resources can best be used in order to
maximize company's profitability and future
growth.
G
C B

11. Limitations of BCG matrix
o It classifies businesses as low and high, but
generally businesses can be medium also, the
true nature of business may not be reflected.
o Market is not clearly defined in this model.
o Problem of getting data on market growth &
market share.
o High market share does not mean profits all
time.
G
C B

12. Google BCG Matrix
Stars
Cash
Cows
Question
Marks
Dogs
oYoutube
oGmail
oAndroid
oGoogle Chrome
oSearch engine
oAdvertising
oGoogle Map
oGoogle glass
oGoogle Self driving car
oGoogle Pixel
oGoogle Pay
oOrkut
oGoogle News
oGoogle Plus
oGoogle Play Music

13. Conclusions
Despite its limitations, it is one of the most well-known and simple
strategy frameworks, used by the most of Fortune 500 companies.

14. References
1. Philip Kotler, Marketing Management, 11th,Edition, New Jersey:
Pearson Education.
2. https://www.smartinsights.com/marketingplanning/marketing-
models/use-bcg-matrix/
3. http://frndzzz.com/advantages-and-disadvantages-of-bcg-matrix
4. https://www.investopedia.com/terms/b/bcg.asp

15. Thank You