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BCG-Matrix Abstract • With BCG matrix strategic business segments are assessed by two dimensions: – Relative market share (strength in competition) – Market growth rate (market attractiveness) • • The BCG matrix is a chart that had been created by Bruce Henderson for the Boston Consulting Group in 1970 to help corporations with analyzing their business units or product lines. Harald Fien 2 . strategic management. This helps the company allocate resources and is used as an analytical tool in brand marketing. product management. and portfolio analysis. BCG-Matrix_v1 Dr.

1 BCG-Matrix_v1 Dr. Harald Fien 3 .20% 2 1 Relative market share Dog 0.0% Question Mark Cash Cow .BCG-Matrix Diagram + 20% Market growth rate Star +/.

the considered business segment is market leader is in its segment. Indicator for the competitive strength. it is assumed that earnings will grow faster the higher share. Harald Fien 4 . As a result of 'economies of scale' (a basic assumption of the BCG Matrix). BCG-Matrix_v1 Dr. If the relative share of the market is greater than 1.BCG-Matrix Explanation / Relative market share • • • • Relation between own share of the market and that of the biggest competitor.

BCG-Matrix Explanation / Market growth rate • • • • Description of market attractiveness Typically the market growth rate is shown from -20% to +20% to illustrate different market circumstances. Harald Fien 5 . Rapidly growing in rapidly growing markets. The theory behind the matrix assumes that a higher growth rate is indicative of accompanying demands on investment. BCG-Matrix_v1 Dr. are what organizations strive for.

Harald Fien 6 . Typically these business units still generate a lot of turnover with high profitability. Cash is generated in excess of the amount of cash needed to maintain the business. Regarded as staid and boring.BCG-Matrix Explanation / Cash Cow • • • • • Shrinking or only slow-growing market. in a "mature" market Every corporation would be thrilled to own as many as possible. BCG-Matrix_v1 Dr.

stars become cash cows if they have been able to maintain their leadership. or they move from dog. Investments are necessary to hold or extend the market share.BCG-Matrix Explanation / Star • • • Stars are units with a high market share in a fast-growing industry. Strategic options are: – – – – Forwards or backwards integration Market development Product development Joint ventures • • The hope is that stars become the next cash cows. When growth slows. BCG-Matrix_v1 Dr. Harald Fien 7 .

BCG-Matrix Explanation / Dog • • • • Dogs are units with low market share in a mature. Harald Fien 8 . Barely enough cash is generated to maintain the business's market share. sold off or even liquidated. Synergies with other business units have to be considered BCG-Matrix_v1 Dr. Dogs usually should be reduced. slow-growing or even shrinking industry.

If the question mark does not succeed in becoming the market leader. Harald Fien 9 . The result is a large net cash consumption.BCG-Matrix Explanation / Question Mark • • • • Question marks (also known as problem child) are growing rapidly and thus consume large amounts of cash. A question mark has the potential to gain market share and become a star. • BCG-Matrix_v1 Dr. then after perhaps years of cash consumption it will degenerate into a dog when the market growth declines. and eventually a cash cow when the market growth slows. Because they have low market shares they do not generate much cash. Question marks must be analyzed carefully in order to determine whether they are worth the investment required to grow market share.

BCG-Matrix Lessons Learned • • • • • • • • What is a BCG-matrix? Outline the diagram of a BCG-matrix. Give the explanation for “relative market share” of a BCG-matrix Give the explanation for “market growth rate” of a BCG-matrix Give the explanation for “cash cow” of a BCG-matrix Give the explanation for “star” of a BCG-matrix Give the explanation for “dog” of a BCG-matrix Give the explanation for “question mark” of a BCG-matrix BCG-Matrix_v1 Dr. Harald Fien 10 .

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