The document discusses the BCG Matrix, a tool for analyzing business units or product lines based on market share and market growth. It categorizes products as dogs, question marks, cash cows, or stars. It then applies the BCG Matrix to analyze Lego's various product lines, categorizing franchises like Star Wars and City as stars to nurture, while others like Bionicles and Lego Movie are categorized as dogs to divest or plough resources from.