group of people to whom she gave green smoothies once a day while they stayed on their regular diet. Many of them showe. Download Now: [txt] The Boston Consulting Group on Strategy: Classic Concepts and New. Most of the forces driving the evolution of business strategy in the last several Bruce—and The Boston Consulting Group under his leadership— aspired to.

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For more than forty years, The Boston Consulting Group has been shaping strategic thinking in business. The Boston Consulting Group on Strategy offers a . some believe we've come to the end of strategy. Af- ter all, if prediction is increasingly difficult, shouldn't management's focus inevitably shift from insight to . The Boston Consulting Group (BCG) is a global management consulting firm and the world's leading advisor on business strategy. We partner with clients in all.

This article explains the BCG Matrix in a practical way. After reading you will understand the basics of this powerful marketing and portfolio analysis tool.

In this article we also provide you with a free downloadable template. What is the BCG Matrix? For manufacturing businesses it is very functional to have a prior understanding of the market position of their products. Besides knowing which products need to be promoted more, they will know which products will be successful.

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For this purpose, the American Boston Consulting Group BCG developed the BCG Matrix in which products or functional business units are assessed on two features: The relative market share that a certain product or its business unit has with respect to the competition.

The market growth potential for that product or its business unit.

BCG Matrix categories The absolute values of the axes are dependent on the line of business or industry. This is why the axes are often indicated with high and low.

Based on the BCG Matrix a product or business unit can be in one of the four following categories: 1. Often it is concerns a product that is to be introduced and is unknown with a very small market share.

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It is still uncertain whether it can become a Star or a Cash Cow. With targeted investments such as innovations and adjustments to the product, this lead in the market is maintained.

The product will become more and more familiar. The revenue from the Cash Cow is invested in other products. Dog When a product is in the underdog position, it has a small market share in a mature market. If this product is no longer of strategic importance to the company, this product will be divested. Sequence The most ideal development path of a product is that from Question mark to Star and Cash Cow.

The first round of interviews consists of two 30 minute cases with BCG consultants. Successful candidates may be passed on to the second round corresponding with a regional office.

The Boston Consulting Group on Strategy: Classic Concepts and New Perspectives

The second round consists of three minute interviews with partners from that office in a similar format to the first round interviews. Publications[ edit ] Every year, BCG publishes articles, industry reports, government commissioned studies and books relating to particular industries or authorial practice areas.

By Michael J. Silverstein and Neil Fiske , Payback - Reaping the Rewards of Innovation.

By James P. Some dogs may be profitable for long period of time, they may provide synergies for other brands or SBUs or simple act as a defense to counter competitors moves. Therefore, it is always important to perform deeper analysis of each brand or SBU to make sure they are not worth investing in or have to be divested.

Strategic choices: Retrenchment, divestiture, liquidation Cash cows. According to growth-share matrix, corporates should not invest into cash cows to induce growth but only to support them so they can maintain their current market share. Again, this is not always the truth. Cash cows are usually large corporations or SBUs that are capable of innovating new products or processes, which may become new stars.

If there would be no support for cash cows, they would not be capable of such innovations. Strategic choices: Product development, diversification, divestiture, retrenchment Stars.

Stars operate in high growth industries and maintain high market share. Stars are both cash generators and cash users. They are the primary units in which the company should invest its money, because stars are expected to become cash cows and generate positive cash flows. Yet, not all stars become cash flows. This is especially true in rapidly changing industries, where new innovative products can soon be outcompeted by new technological advancements, so a star instead of becoming a cash cow, becomes a dog.Therefore, business units that operate in rapid growth industries are cash users and are worth investing in only when they are expected to grow or maintain market share in the future.

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The general purpose of the analysis is to help understand, which brands the firm should invest in and which ones should be divested. Marci Martin With an Associate's Degree in Business Management and nearly twenty years in senior management positions, Marci brings a real life perspective to her articles about business and leadership.


Payback - Reaping the Rewards of Innovation. Successful candidates may be passed on to the second round corresponding with a regional office.

Interview Process[ edit ] BCG uses the case method to conduct interviews, which is an interview technique designed to simulate the types of problems inherent in management consulting and to test the qualitative and quantitative skills deemed important for abstract thinking in a business setting.

No product market can grow indefinitely.

High market growth rate means higher earnings and sometimes profits but it also consumes lots of cash, which is used as investment to stimulate further growth. The role of cash flow in the matrix Understanding cash flow is key to making the most of the BCG matrix.

If there would be no support for cash cows, they would not be capable of such innovations.