A lot of times, stars have a monopoly on the market. Stars are products or services that have a high market share and a high growth rate. Let’s break down each of these, and think about how a pizza restaurant might categorize its products using this matrix: This matrix can help companies, and marketers, analyze product portfolios and decide where to allocate resources. This diagram dates back to the 1970’s when it was concepted and then refined by the Boston Consulting Group. Curious, I opened it up, and the page I happened to flip to contained a sketch of the BCG Matrix, also called the growth-share matrix or the product portfolio matrix. I came across an old notebook from one of my first marketing classes.
And maybe you’ve got a product or two that have you wondering if it’s worth promoting at all…īefore my recent maternity leave, I was cleaning out the closet of my office, which we converted into a nursery. Then you’ve got the products that always sell well, the ones you rely on to pay the bills. You’ve got that one product or service that company leadership is really buzzing about.
