a tool, devised by the Boston Consulting Group, for use in produce and strategic business unit (SBU) planning. The matrix, based on the percentage rate of market growth per annum and the market share relative to the market leader, allows the planner to categorise each product or SBU as “Cash Cows”, “Stars”, “Question Marks” (or “Problem Child”) or “Dogs”, and to develop marketing strategies appropriate to each category’s propensity to generate, or use, cash. See Cash Cows; Dogs; Question Marks; Stars.
Home Boston Consulting Group Portfolio Analysis Matrix
