Free Template - BCG Matrix
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BCG Matrix Model
Learn the 4 product / service profiles identified through the BCG Matrix
STARS
These are products with high market share and high growth rate. This stage requires constant investm
be consolidated and and become the ''cash cow'' profile.
CASH COWS
This is what products with high market share and low growth rate are called. At this stage, they require
becoming a significant revenue generator and surplus cash for the organization, until the ''dog''produc
threatened.
DOGS
Products with small market share and low growth rate. At this stage, it is common for the product to g
relation to the organization's profits or even losses. At this phase, it is necessary to evaluate the possib
the portfolio if it has presents a considerable recovery cost.
QUESTION MARKS
These are products with low participation in a market with high growth rates. This stage requires analy
returns when investing resources in its development. The product in question can be boosted to increa
becoming the "star" product profile, or even risking becoming a "dog" profile.
Check out other templates for your strategic planning:
Michael Porter’s Five Forces
SWOT Analysis
Balanced Scorecard (BSC)
4p’s of Marketing (Marketing Plan)
Ansoff Matrix
CG Matrix
age requires constant investment until the product may
led. At this stage, they require small investment,
ization, until the ''dog''product profile can be
common for the product to generate low returns in
cessary to evaluate the possibility of excluding it from
ates. This stage requires analysis to verify risks and
stion can be boosted to increase its market share by
ofile.
roduct may
ment,
e
turns in
ng it from
ks and
share by
BCG Matrix
Product Market Growth Market Share
Product A 7% 5%
Product B 9% 50%
Product C 22% 20%
Product D 20% 30%
Product E 10% 17%
STAR Product A Product B Product C
20%
Market Growth
10%
9%
3.00 2.50 2.00 1.50 1.00
Relative Market
CASH COW
Top Competitor Market
Relative Market Share
Share
30% 0.17
20% 2.50
50% 0.40
12% 2.50
12% 1.42
Product A Product B Product C Product D Product E QUESTION MARK
25
22%
20
15
10% 10
7%
5%
0%
1.50 1.00 0.50 0.00 -0.50 -1.00
Relative Market Share
DOG
Notes:
duct E QUESTION MARK
25%
22%
20%
15%
10%
7%
5%
0%
0.50 0.00 -0.50 -1.00
DOG
