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The Boston consulting group (BCG) is based on the product life cycle theory which is used to determine what priorities should be given in the product portfolio of the business unit. To ensure long-term value creation, an organization should have a portfolio that contains both low-growth products that generate a lot of cash and high-growth products in case of cash inputs. Market share and market growth are two dimensions of this matrix. The fastest the product’s market grows or the bigger the market share a product has the better it is for the organization.
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Four categories in a portfolio of a company
1) Stars (High growth and high market share): They are the leaders in the business and uses high amount of cash in order to generate high amount of revenue.
2) Cash cows (Low growth and high market share): Keep profit high with low investment.
3) Dogs (Low growth and low market share): Avoid and minimize the number of dogs in the organization.
4) Question marks (High growth and low market share): It either invests heavily or sells off or invest minimum and generate whatever cash it can.
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