Part 2. MM4XL Tools > 1. Strategic Tools > BCG Matrix > Introduction

BCG Portfolio Analysis

Introduction

To build well-balanced product portfolios requires monitoring tools to look at the present financial and competitive status of the SBU's, in addition to keeping track of changes that might take place over time among products. In this framework the Boston Consulting Group (BCG) Share/Growth Matrix is a widely used tool. It is based on the common belief that success in business is strongly linked to cash flow, which is a function of market share and market growth. While the former generates cash, the latter uses it. The following diagram synthesizes this concept.

Matrix BCG Software for Brand Portfolio Analysis and Management

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