BCG or the growth-share matrix are the same thing. The BCG stands for Boston Consulting’s Group portfolio. This is a very useful and nice overview of the marketing portfolio of a company. In order to understand the BCG, you should think of it as a square that is divided into four equal fields. This square grid has a vertical and horizontal axis. A vertical one shows high and low market growth rate, while the horizontal one shows high and low relative market share. In other words, vertically, you show the cash usage, while horizontally, you show the cash generation. This makes four fields in the BCG matrix. Their names are: Star, Question Mark or Problem Child, Cow and Dog. Here is what you need to know about each of them.
