Nelikenttämalli

Nelikenttämalli, also known as the Four Quadrant Model or the BCG Matrix, is a strategic planning tool used by businesses to analyze their product portfolios. Developed by the Boston Consulting Group, it categorizes business units or products into four distinct quadrants based on their market growth rate and relative market share. The four quadrants are Stars, Cash Cows, Question Marks, and Dogs.

Stars represent products with high market share in a high-growth market. These products often require significant investment to maintain their growth but are expected to generate substantial profits in the future. Cash Cows, on the other hand, have a high market share in a low-growth market. They typically generate more cash than they consume, providing a stable source of funding for other business units.

Question Marks are products with low market share in a high-growth market. They have the potential to become Stars but also carry a significant risk of failure. Businesses must decide whether to invest heavily in these products to increase their market share or divest them. Dogs are products with low market share in a low-growth market. They generally generate low profits or even losses and are often candidates for divestment or liquidation.

The Nelikenttämalli helps businesses make informed decisions about resource allocation, investment strategies, and portfolio management. By understanding the position of each product within the matrix, companies can develop tailored strategies to maximize profitability and ensure long-term sustainability. It is a visual aid that simplifies complex portfolio analysis into actionable insights.