BCGmaatriksit

BCGmaatriksit is a strategic planning framework used to assess a company's portfolio of business units or products. It is commonly known as the growth–share matrix and was developed by the Boston Consulting Group in the 1960s to aid resource allocation across a diversified business.

Plotting units on a two-axis grid, with market growth rate on the vertical axis and relative market share on the horizontal axis, yields four quadrants. Stars occupy high growth and high share; Cash Cows have low growth but strong position; Question Marks are in high-growth markets yet hold low share; Dogs sit in low-growth, low-share positions.

Strategic implications follow from classification. Stars often require ongoing investment to sustain growth, Cash Cows generate steady cash with little investment, Question Marks may become Stars if they gain share or may need divestment, and Dogs are typically candidates for divestment or niche support. The matrix supports, but does not replace, broader analyses.

Critiques note that the model is simplistic, relying on market growth rate and relative share while ignoring profitability, costs, synergies, and competitive dynamics. It can encourage short-term financial optimization and overlook long-term value. Data quality and market definitions strongly influence results, and many organizations use it alongside additional portfolio tools.