Class Activity

BCG Matrix
 Analyzing Current SBU’s Boston Consulting
Group Approach

Relative Market Share

High Low
Market Growth Rate

Stars Question Marks

High

• High growth & • High growth, low share

share • Build into Stars/ phase out
• Profit potential • Requires cash to hold
• May need heavy market share
investment to grow
Cash Cows Dogs
• Low growth, high share • Low growth & share
Low

• Established, successful • Low profit potential

SBU’s
•Produces cash

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Chapter 2- slide 2
Prentice Hall
Class Activity

• Pair up into groups

• 1- Brainstorm a Pakistani company’s

products portfolio and form its BCG Matrix

• 2- Brainstorm an international/multi
national company’s products portfolio and
form its BCG Matrix