BCG’s product portfolio matrix
It can be difficult to prioritise focus on specific markets and products. The product portfolio matrix helps organise products by market growth and market share. You can then target investment in products that best support the strategy and objectives of the organisation.
How to use?
Find out market growth and share for the products (or divisions or subsidiaries) you are focused on. A relative estimate is enough at the early stage. The objective is to be able to organise what you have into four groups so that you can decide where to prioritise effort and investment.
Typically, more is invested in star products ...
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