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 do not have to be equal in size. For example, there is one video online that

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BCG Matrix exampleIn this example, a retailer with five business portfolios is considered. Their five portfolios include:A chain of supermarketsA set of department storesA convenience store chainA range of specialist fashion stores andA chain of juice barsAs you can see from the BCG matrix, the firm has:One cash cow – their supermarketThey have two stars

The BCG matrix and relative market shareThe BCG matrix is built around two dimensions – namely market growth rate and relative market share.Market growth rateMarket growth rate is designed to be a measure of market attractiveness and potential. Growth markets provide opportunities to a firm because they are getting much larger, but also because there

Overview of the BCG MatrixThe 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 is that it communicates an important element of strategy – that is, the role of competitive strengths

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 market opportunity and potential) and relative market share (a measure of competitive strength).The four quadrants that

Plotting Apple on the BCG matrixBecause 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 does go to highlight the inadequacies and limitations of the BCG matrix at times.Apple and the