![]() ![]() The "cash cows" tend to become dominant suppliers and get good cash returns with very little investment being required to maintain market share.ĭogs, refer to business units/products with low market share in a mature, slow-growing industry. As the markets are mature new competitors do not enter and many of the weaker existing competitors withdraw from what they see as an unattractive market with little growth prospects. These units typically generate cash in excess of the amount of cash needed to maintain the business. The four cells are:Ĭash cows are units with high market share in a slow-growing industry. Using the Market Growth Rate and Relative Market Share axes the BCG matrix template plots a four-cell chart. ![]() The framework assumes that (a) an increase in relative market share will result in an increase in the generation of cash (b) a growing market requires cash investment to respond to the market growth. The BCG Growth-Share matrix maps the business units (or products) on the basis of their relative market shares and market growth rates. The BCG Growth-Share matrix is widely used to perform business portfolio analysis as one of the steps in strategic planning process. The Boston Consulting Group Matrix Template, also known as the BCG Model or the Boston Consulting Group Diagram, is available for MS-Excel and MS-Word. Boston Consulting Group Matrix Word Template
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