Different models are constantly being used by marketers to make decisions about the allocation of resources and their deployment. The Growth-Share Matrix, or the Boston Consulting Matrix (BCG matrix), is an example of a classic model that has been applied in strategic decision-making and marketing planning. The matrix reveals two factors that companies should consider when deciding where to invest — company competitiveness, and market attractiveness — with relative market share and growth rate as the underlying drivers of these factors. [1] Each of the four quadrants represents a specific combination of relative market share and growth: Stars are products with high market share and high market growth; Question marks are products with low market share and high market growth; Cash cows are products with high market share and low market growth; and Dogs are products with low market share and low market growth.
