Prepared by a marketing lecturer, designed for university-level students
When it comes to brand development, there are four main brand approaches, as shown in the following diagram.
As you can see, this diagram is a matrix built around the two attributes of existing/new product category and existing/new brand name. … Read more...
In these two videos, learn how to make a BCG matrix on Excel from start to finish. Alternatively there is a free Excel template available for download on another of my sites that automates the process for you.
There are relatively few calculations required in order to construct effective BCG matrix. Probably the most difficult decision is to define the market – as there are often numerous ways of defining the market, as is further discussed below.
In … Read more...
One of the prime uses of the BCG matrix is for portfolio analysis – that is, to ensure that the overall company has an appropriate mix of business units and/or product in its … Read more...
The output of the BCG matrix classifies businesses or brands or products into one of four quadrants.
Each of these four quadrants are defined by the intersection of two marketing metrics – namely the market growth rate (a measure of … Read more...
Although the BCG matrix is widely used and widely discussed in many strategy and marketing textbooks, it does carry significant practical limitations.
One of the more obvious benefits of the BCG matrix is its level of simplicity – in that … Read more...
The BCG matrix was developed by the Boston Consulting Group in 1968. It is a portfolio matrix tool and is designed for larger companies to map, compare and analyze their existing business divisions (strategic business … Read more...
The BCG Matrix is a portfolio model developed by the Boston Consulting Group (BCG) in 1968. It has been popularized over time through inclusion in many strategy and marketing textbooks.
One of its prime appeals … Read more...
One of the challenges with the design of the BCG matrix is the decision of what values to place the axes in order to create the four quadrants.
Unlike as suggested in other areas of the Internet, these four quadrants … Read more...
The details on the analysis approach to the BCG matrix have been expanded to the full menu – or use the search box.… Read more...
In this example, a retailer with five business portfolios is considered. Their five portfolios include:
The BCG matrix is built around two dimensions – namely market growth rate and relative market share.
Market growth rate
Market growth rate is designed to be a measure of market attractiveness and … Read more...
The BCG Matrix is a portfolio model developed by the Boston Consulting Group (BCG) in 1968. It has been popularized over time through inclusion in many strategy and marketing textbooks.
One of its prime appeals … Read more...
The output of the BCG matrix classifies businesses or brands or products into one of four quadrants.
Each of these four quadrants are defined by the intersection of two marketing metrics – namely the market growth rate (a measure of … Read more...
Because Apple run a relatively limited line of products it is quite simple to plot their portfolio of products onto the BCG matrix. Perhaps the findings might be a little bit surprising, but it … Read more...
There are currently two BCG matrix examples on this site – to give you a sense of how they should look and work.
Go to the Apple BCG matrix example
Go to the retailer BCG matrix example
You may also … Read more...
If you want to use the free Excel template, then view the instructional video here.
If you want to build your own BCG matrix on Excel from start to finish, then see that instructional video here.… Read more...
The BCG matrix can be utilized to help analyze competition. This makes a lot of sense, given that one of the key determinants of classifying a product into one of the four quadrants is … Read more...
The BCG matrix is not designed to be a static model and it can be used to track portfolios over time. This is important because relative market share and market growth rates are dynamic. It also allows the tracking of … Read more...
The concept of the product life cycle is fundamental to understanding how product portfolios will evolve over time through the quadrants of the BCG matrix.
Conceptually, the product life cycle, suggests that most product portfolios will categories will progress through … Read more...
