BCG
MATRIX
QUESTION
STARS
MARKS
Star products all These products
have rapid growth prove to be tricky
and dominant ones for product
market share. Relative Market Share managers.
High Low
High
BCG MATRIX
Market Growth Rate
The BCG model assumes that relative market share of a
product is an indicator of its cash generation potential. A
product with a high market share typically has a high cash
return, and it also has a strong brand position relative to
its major competitors. These features are indicators of
future success. Low
DOGS
CASH COWS
Cash cows don’t Products classified as
need the same level dogs always have a
of support as weak market share in
before. a low growth market.
SHARE OF COMPANIES
20121 20221
QUESTION QUESTION
STARS STARS
MARKS MARKS
3% 60% 5% 51%
Growth2
Growth2
CASH COWS DOGS CASH COWS DOGS
BCG MATRIX
13% 24% 9% 35%
Relative Share3 Relative Share3
The BCG model assumes that relative market share of a
product is an indicator of its cash generation potential. A SHARE OF PROFITS
product with a high market share typically has a high cash
2012 1
20221
return, and it also has a strong brand position relative to
its major competitors. These features are indicators of
future success.
QUESTION QUESTION
STARS STARS
MARKS MARKS
6% 34% 22% 29%
Growth2
Growth2
CASH COWS DOGS CASH COWS DOGS
53% 7% 40% 9%
Relative Share3 Relative Share3
BCG MATRIX
High Low
Market Growth Rate
STARS QUESTION MARKS
High
Star products all have rapid These products prove to be tricky
growth and dominant market QUESTION ones for product managers.
STARS
share. MARKS
Relative Market Share
Market Growth Rate
CASH COWS DOGS
Low
Cash cows don’t need the same Products classified as dogs always
level of support as before. CASH COWS DOGS have a weak market share in a
low growth market.
The BCG model assumes that relative market share of a product is an indicator of its cash generation potential. A product with a high market share typically has a high cash return,
and it also has a strong brand position relative to its major competitors. These features are indicators of future success.
BCG MATRIX
Relative Market Share
High Low
STARS QUESTION MARKS
Star products all have rapid growth These products prove to be tricky
and dominant market share. STARS QUESTION ones for product managers.
High
MARKS
Lorem Ipsum Lorem Ipsum
Market Growth Rate
5% 51%
BCG
MATRIX
CASH COWS DOGS
Cash cows don’t need the same level Products classified as dogs always
of support as before. have a weak market share in a low
Low
growth market.
Lorem Ipsum Lorem Ipsum
9% 35%
CASH COWS DOGS
The BCG model assumes that relative market share of a product is an indicator of its cash generation potential. A product with a high market share typically has a high cash return,
and it also has a strong brand position relative to its major competitors. These features are indicators of future success.
BCG MATRIX
Revenue / Profit
QUESTION MARKS STARS CASH COWS DOGS
Introduction Growth Maturity Decline
Time
QUESTION MARKS STARS CASH COWS DOGS
These products prove to be tricky Star products all have rapid growth Cash cows don’t need the same Products classified as dogs
ones for product managers. and dominant market share. level of support as before. always have a weak market
share in a low growth market.
Relative Market Share
BCG MATRIX High Low
The BCG model assumes that relative market share of a product is an indicator of its
cash generation potential. A product with a high market share typically has a high cash
QUESTION
High
return, and it also has a strong brand position relative to its major competitors. These STARS
features are indicators of future success. MARKS
Market Growth Rate
STARS
Star products all have rapid growth and dominant market share.
QUESTION MARKS
Products classified as dogs always have a weak market share in a low growth
market.
Low
CASH COWS CASH COWS DOGS
Cash cows don’t need the same level of support as before.
DOGS
Products classified as dogs always have a weak market share in a low growth
market.
