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BCG Matrix

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BCG Matrix Definition

The Boston Consulting Group Matrix (BCG Matrix), also Growth Share or Portfolio Matrix, is a tool for assessing a company's position in a marketplace in relation to competitors - in terms of the company's product/service range (Henderson, 1979). A company's products/services are displayed in a 2x2 matrix of relative market share (usually measured against the market leader) and market growth rate. This helps the company to make decisions about its product/service portfolio (Nutton, 2007).

BCG Matrix Description

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BCG Matrix Examples

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BCG Matrix Implementation

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BCG Matrix Strengths

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BCG Matrix Weaknesses

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BCG Matrix Value Focus

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BCG Matrix Life Cycle

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BCG Matrix Sector Focus

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BCG Matrix Web resources

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BCG Matrix Print resources

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BCG Matrix References

  • Ashman, A., EstevezMegias, A., Richmond, S., Towers, D. and Wood, V. (2006) Exilim Strategic Management. Available at: www.towers.fr/essays/Strategic%20Management%20report%20on%20Xelibri%20luxury%20phones%20from%20Siemens.pdf
  • CNNMoney (2006) Apple's remarkable comeback story. Available at: http://money.cnn.com/2006/03/29/technology/apple_anniversary/index.htm, accessed 19/02/2008
  • Drummond, G. and Ensor, J. (2004) Strategic Marketing: Planning and Control, 2nd ed, Butterworth-Heinemann, pp. 96-100.
  • Henderson, B. D. (1979) Henderson on corporate strategy, Abt, Cambridge.

There are up to fifteen original source references used to write the overview of BCG Matrix. Please log in or subscribe to view the original source material our researchers used to write about this concept.

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