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Boston Consulting Group (BCG) Matrix is a four celled matrix (a 2 * 2 matrix) developed by BCG, USA. It is the most renowned corporate portfolio analysis tool. It provides a graphic representation for an organization to examine different businesses in it’s portfolio on the basis of their related market share and industry growth rates. It is a two dimensional analysis on management of SBU’s (Strategic Business Units). In other words, it is a comparative analysis of business potential and the evaluation of environment.

3 Introduction It all started with a decision by a man named Hershey, which ended up becoming one of the world’s best known chocolate brand and well-known theme park. Portfolio, along the lines of the Boston Consulting Group (BCG) portfolio matrix, as part of a customer pro”tability analysis. Keywords: customer pro”tability, BCG matrix, delivery policy, portfolio pro”le, purchasing pattern, inventory holding The case Derrick’s Ice-Cream Company is located in modern premises and manufactures. BCG Matrix of ITC. BCG Matrix also known as the growth-share matrix is used by organizations to classify their business units or products into 4 different categories: Dogs, Stars, Cash Cows and Question Mark.

According to this matrix, business could be classified as high or low according to their industry growth rate and relative market share.

Relative Market Share = SBU Sales this year leading competitors sales this year.
Market Growth Rate = Industry sales this year - Industry Sales last year.

The analysis requires that both measures be calculated for each SBU. The dimension of business strength, relative market share, will measure comparative advantage indicated by market dominance. The key theory underlying this is existence of an experience curve and that market share is achieved due to overall cost leadership.

BCG matrix has four cells, with the horizontal axis representing relative market share and the vertical axis denoting market growth rate. The mid-point of relative market share is set at 1.0. if all the SBU’s are in same industry, the average growth rate of the industry is used. While, if all the SBU’s are located in different industries, then the mid-point is set at the growth rate for the economy.

Resources are allocated to the business units according to their situation on the grid. The four cells of this matrix have been called as stars, cash cows, question marks and dogs. Each of these cells represents a particular type of business.

1. Stars- Stars represent business units having large market share in a fast growing industry. They may generate cash but because of fast growing market, stars require huge investments to maintain their lead. Net cash flow is usually modest. SBU’s located in this cell are attractive as they are located in a robust industry and these business units are highly competitive in the industry. If successful, a star will become a cash cow when the industry matures.
2. Cash Cows- Cash Cows represents business units having a large market share in a mature, slow growing industry. Cash cows require little investment and generate cash that can be utilized for investment in other business units. These SBU’s are the corporation’s key source of cash, and are specifically the core business. They are the base of an organization. These businesses usually follow stability strategies. When cash cows loose their appeal and move towards deterioration, then a retrenchment policy may be pursued.
3. Question Marks- Question marks represent business units having low relative market share and located in a high growth industry. They require huge amount of cash to maintain or gain market share. They require attention to determine if the venture can be viable. Question marks are generally new goods and services which have a good commercial prospective. There is no specific strategy which can be adopted. If the firm thinks it has dominant market share, then it can adopt expansion strategy, else retrenchment strategy can be adopted. Most businesses start as question marks as the company tries to enter a high growth market in which there is already a market-share. If ignored, then question marks may become dogs, while if huge investment is made, then they have potential of becoming stars.
4. Dogs- Dogs represent businesses having weak market shares in low-growth markets. They neither generate cash nor require huge amount of cash. Due to low market share, these business units face cost disadvantages. Generally retrenchment strategies are adopted because these firms can gain market share only at the expense of competitor’s/rival firms. These business firms have weak market share because of high costs, poor quality, ineffective marketing, etc. Unless a dog has some other strategic aim, it should be liquidated if there is fewer prospects for it to gain market share. Number of dogs should be avoided and minimized in an organization.

Limitations of BCG Matrix

The BCG Matrix produces a framework for allocating resources among different business units and makes it possible to compare many business units at a glance. But BCG Matrix is not free from limitations, such as-

1. BCG matrix classifies businesses as low and high, but generally businesses can be medium also. Thus, the true nature of business may not be reflected.
2. Market is not clearly defined in this model.
3. High market share does not always leads to high profits. There are high costs also involved with high market share.
4. Growth rate and relative market share are not the only indicators of profitability. This model ignores and overlooks other indicators of profitability.
5. At times, dogs may help other businesses in gaining competitive advantage. They can earn even more than cash cows sometimes.
6. This four-celled approach is considered as to be too simplistic.

Authorship/Referencing - About the Author(s)

Bcg Matrix Of Reliance Pdf File

EdrawMax is used as a BCG matrix software coming with ready-made BCG matrix templates that make it easy for anyone to create beautiful bcg matrix. The BCG matrix templates are easy to use and free. Edraw can also convert all these templates into PowerPoint, PDF or Word templates.

EdrawMax

All-in-One Diagram Software

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Edraw BCG Matrix Template

A BCG matrix diagram can be easily created with Edraw. It only takes a few seconds to choose a basic template, insert text and images, and add the finishing touches.

Bcg Matrix Of Reliance Pdf Download

If you want to use a ready made template, go to bcg matrix templates page and select the BCG Matrix that best fit your needs.

PowerPoint BCG Matrix Template

When you finish creating your bcg matrix in Edraw, one click on the Export button will transfer your drawing into MS PowerPoint presentation.

You need to consider few things when creating a BCG matrix to manage your business systematically.

Word BCG Matrix Template

Bcg Matrix Of Reliance Pdf Online

In order to save the template as a design template, you need to download Edraw and edit it. All templates in the software gallery windows can freely change in color, theme and effect.

PDF BCG Matrix Template

It's just this simple, only clicking on the Export PDF button will convert your BCG matrix template into PDF, and without any quality loss.

You can open the PDF BCG Matrix Template to view the quality.

Understanding BCG Matrix

Bcg Matrix Of Reliance Pdf Format

The BCG Matrix method is the most popular portfolio management tool. It's used to determine what priorities should be given in the product portfolio of a business unit. It classifies business portfolio into four categories:
1. Cash cow - a business unit that has a large market share in a mature, slow growing industry. Cash cow requires little investment and generate cash that can be used to invest in other business units.
2. Dog - Dog holds low market share compared to competitors and operate in a slowly growing market. In general, they are not worth investing in because they generate low or negative cash returns.
3. Star - Star operates in high growth industries and maintain high market share. Star may generate cash, but because the market is growing rapidly they require investment to maintain their lead. If successful, a star will become a cash cow when its industry matures.
4. Question Mark - Question marks are the brands that require much closer consideration. They hold low market share in fast growing markets consuming large amount of cash and incurring losses.