![]() Stars represent those products or services in which your company has a high share of the market and the market is growing. To help your analysis and stimulate subsequent discussion the BCG model offers four descriptions of the product/market combinations that might be found: For example a product in a fast growing market in which you have a low share would appear in the top left hand area, whilst one in which you have a high market share but where the market is growing slowly would appear in the bottom right. ![]() Step 2: Now plot your products on the matrix. Step 1: Construct a matrix where one axis is market share, running from low to high and the other is market growth, also running from low to high. ![]() ![]() The BCG matrix should help you think about the portfolio of products and services that you offer and make decisions about which you should keep, which you should let go of, and which you should invest further in. It is a 2×2 matrix, plotting market share against market growth. This matrix offers a simple technique for assessing your firm’s position relative to others in terms of its product range. The Boston Matrix or Boston Box – so called because it was developed by the Boston Consulting Group (BCG) – is another tool that may help you to analyse potential routes forward and discuss strategic options. ![]()
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