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Boston Consulting Group (BCG) Growth/Share Matrix Dr. Jeff Shay Portfolio Planning:Four Areas of Emphasis Allocating resources Formulating business-unit strategy Setting performance targets Analyzing portfolio balance Cash flow Continuity Risk BCG Growth-Share Matrix Four Main Strategies of the BCG Model Increase market share Hold market share Harvest Divest Using the Model: Symbols Plotting Your SBU’s Traditional SBU or Product Path * THE BOSTON CONSULTING GROUP Relative Market Share Star Question Mark Dog Cash Cow High Market Growth Low Weak Strong BCG Growth-Share Matrix:Quadrant Characteristics Relative Market Share Star Earnings: high stable, growing Cash flow: neutral Strategy: hold or invest for growth Question Mark Earnings: low, unstable, growing Cash flow: negative Strategy: increase market share or harvest/divest Dog Earnings: low, unstable Cash flow: neutral or negative Strategy: harvest/divest Cash Cow Earnings: high stable Cash flow: high stable Strategy: hold or add market share 30% Market Growth -10% .1 10 1.0 Product A Previous Market Size and Position B Market Share Product A Total Market Product B Market Smaller but firm has greater share Relative Market Share Star Question Mark Dog Cash Cow 30% Market Growth -10% .1 10 1.0 A B C A C B Relative Market Share Star Question Mark Dog Cash Cow 30% Market Growth -10% .1 10 1.0 1 2 2 3 4 * THE BOSTON CONSULTING GROUP