nelikenttämallin

Nelikenttämalli, also known as the Four Quadrant Model or the BCG Matrix, is a business tool used for portfolio analysis. Developed by the Boston Consulting Group, it helps companies categorize their business units or products based on their market share and market growth rate. The model divides a business's portfolio into four distinct quadrants: Stars, Cash Cows, Question Marks, and Dogs.

Stars represent business units with high market share in a high-growth market. They typically require significant investment to maintain their growth but also generate substantial revenue. The goal is to invest in Stars to ensure they become future Cash Cows.

Cash Cows are business units with high market share in a low-growth market. They are mature, successful products or services that generate more cash than they consume. The excess cash from Cash Cows can be used to fund other parts of the business, such as Stars or Question Marks.

Question Marks, also known as Problem Children, are business units with low market share in a high-growth market. They have the potential to become Stars but require significant investment to increase their market share. Companies must carefully decide whether to invest heavily in Question Marks or divest them.

Dogs are business units with low market share in a low-growth market. They typically generate low profits or even losses and are often considered for divestment or liquidation.

The Nelikenttämalli provides a framework for strategic decision-making regarding resource allocation and business portfolio management. It assists in identifying areas that require investment, areas that generate surplus cash, and areas that may need to be phased out.