BCG Growth Matrix made simple for marketing students and executives to implement in real life operation. Both academically and officially helpful matrix. A great tool before stepping in-depth into project/product management. All examples are provided on the context of Bangladesh.

1. Growth Matrix

2. Growth Matrix
A chart that allows you to calculate the lost market opportunity and growth
potential of each product or product category.
Definition
Why
How
Example
Exercise
The growth–share matrix (aka the product portfolio, BCG-matrix, Boston matrix, Boston
Consulting Group analysis, portfolio diagram) is a chart that was created by Bruce D.
Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their
business units, that is, their product lines. This helps the company allocate resources and is used
as an analytical tool in brand marketing, product management, strategic management,
and portfolio analysis.
Our Definition

3. Why Growth Matrix?
• Analyze the potential of the industry
• Find out the opportunities lost with existing product
• Project the future course of strategic possibilities
• Pick the right market for right product
Definition
Why
How
Example
Exercise

4. Definition
Why
How
Example
Exercise
Growth Matrix
Relative Market Share
Category Change%
Vs
The Industry Leader
% Over Past 2 Years
?
High market share in a slow-growing industry
High Low
low market share in a mature, slow-growing industry
high market growth but low market sharehigh market growth and high market share

5. Definition
Why
How
Example
Exercise
Growth Matrix
?
Parachute Coco Oil
High Low
Keya Soap
ClemonKnorr Soup

6. Collect Industry sales data from AC Nielsen:
Find the industry leader’s sales figure
Calculate Your Sales v Industry Leader’s Sales
Find the % change of the industry from 2 years of retail sales data
Analyze the trend curve with your secondary sales curve (retail sales)
Feel free to ask any question at smnawed@gmail.com
Definition
Why
How
Sample
Exercise