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What is the BCG matrix?

Management Dictionary
Organizational behavior

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The BCG matrix is a two-axis graphical representation, with market growth rate on the vertical axis and relative market share on the horizontal axis. It allows for the classification of strategic products or business units into four categories: stars; cash cows; question marks; and dogs. The strength of the BCG matrix, which can also be used to assess the coherence of a company’s international activities, lies in its ease of implementation and understanding. However, it does have weaknesses. Among these is that it is somewhat outdated and does not take into account the specific characteristics of certain sectors and organizations.

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advice, portfolio, Strategy

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GUYOTTOT Olivier

Teacher-researcher in strategy and political science

INSEEC-U

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