![]() ![]() ![]() The quadrants of the BCG Growth Share Matrix The management team can then decide on the right business strategy for each unit. The matrix categorises business units as “stars,” “cash cows,” “dogs,” and “question marks,” depending on whether they deserve cash infusions or need to be closed down. It plots business units (or products) that form part of a corporation’s portfolio on a grid of four equal quadrants on the basis of their market growth and market share (which is why the BCG Matrix is also called the “Growth-Share” Matrix). The advantages of the BCG growth share matrix are manifold. Stars require high funding to fight competitions and maintain a growth rate.The BCG Growth Share Matrix was evolved in the early 1970s by Bruce Henderson, founder of the Boston Consulting Group, to help corporations make investment and disinvestment decisions related to their business units or product portfolios. The hope is that stars become next cash cows. They are graduated question marks with a market or niche leading trajectory. Stars are units with a high market share in a fast-growing industry.Question marks must be analysed carefully in order to determine whether they are worth the investment required to grow market share. If question marks do not succeed in becoming a market leader, then after perhaps years of cash consumption, they will degenerate into dogs when market growth declines. Question marks have a potential to gain market share and become stars, and eventually cash cows when market growth slows. They are a starting point for most businesses. Question marks (also known as problem children) are business operating in a high market growth, but having a low market share.They depress a profitable company's return on assets ratio, used by many investors to judge how well a company is being managed. Though owning a break-even unit provides the social benefit of providing jobs and possible synergies that assist other business units, from an accounting point of view such a unit is worthless, not generating cash for the company. These units typically "break even", generating barely enough cash to maintain the business's market share. Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry.They are to be "milked" continuously with as little investment as possible, since such investment would be wasted in an industry with low growth. They are regarded as staid and boring, in a "mature" market, yet corporations value owning them due to their cash generating qualities. These units typically generate cash in excess of the amount of cash needed to maintain the business. Cash cows is where a company has high market share in a slow-growing industry. ![]() Need to look at new markets or rebranding in order to ensure survival – industry analysis will dictate what steps need to be taken in terms of new opportunities (above) Strategy to expand into driverless/ digital disruptive areas and EV BCG Matrix Volvo is currently a cash cow – industry is characterized by high market share but with stagnant and declining sales volume (8.5% decline since 2002). ![]()
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