Derived from BCG Growth-Share Matrix

BCG Growth-Share Matrix

Plot each product by market growth and relative share and read the portfolio balance across stars, question marks, cash cows and dogs.

All templates

When deciding where a portfolio's cash should come from and go to next.

What you need and what you get

You'll need

  • The products or business units in the portfolio
  • A high or low call on market growth and relative share for each

You'll get

  • A plotted growth-share matrix, downloadable as PNG or PowerPoint
  • A portfolio balance verdict with the move it points to
  • An Excel register carrying exactly what the diagram shows

Derived from Henderson, B. (1970) The Product Portfolio. BCG Perspectives. All rights reserved by the publisher.