They have the potential to generate substantial returns and are considered strategic assets for the organization.Ģ) Cash Cows - Low Growth, High Market Share These quadrants are: Stars, Cash Cows, Question Marks (or Problem Children), and Dogs.ġ) Stars - High Growth, High Market Share The BCG matrix categorizes products or business units into four quadrants based on their market growth and relative market share. It was developed by the Boston Consulting Group in the 1970s and is widely used for strategic planning and decision-making regarding investment in competitiveness and market attractiveness. As the name suggests, it is a framework for portfolio management used to prioritize different products. The Boston Consulting Group Matrix (BCG Matrix) is also called Growth/Share Matrix.
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