The document discusses the BCG Matrix, a four-celled model developed by the Boston Consulting Group to analyze a company's business portfolio based on market share and industry growth. It categorizes businesses into four types: Cash Cows, Dogs, Question Marks, and Stars, each representing different positions in market growth and cash generation. Examples from Amul products illustrate each category's characteristics and implications for investment.

1. 1
Topic:- bcg maTrix
Submitted to:-
Mrs.Dr. Snehal
Maheshkar
Submitted by:-
Bawan
Paswan
BBA4th
sem.

2. Boston consulting group (BCG) is four celled
matrix developed by BCG USA. It provide a
graphic representation for an organization to
examine difference business in its portfolio on the
basis of their related market share and industry
growth.

3. MarketGrowthRate
(Cashusages) Relative Market Share
(Cash Generation)
LowHigh
High Low

4. Cash cows
Market share is high and industry rate is low.
Typically generate cash in excess of the amount of
cash needed for maintain the business.
Staid and boring.
for example:-
Amul milk.

5. Dogs
Low market share and low growth rate.
Not cash generation.
Not investment.
for example:-
Amul chocolate.

6. Question Mark
Also known as problem children.
Low market share and high growth rate.
Do not generate much cash.
Growing rapidly.
Question mark must be analyze carefully in order
to determine whether they are worth the investment
requirement to grow market share.
for example:-
Amul pizza.

7. star
Market share and growth rate both are high.
Fast growing.
More cash generate.
More investment.
for example:-
Amul butter.