In general, they are not worth investing in because they generate low or negative cash returns.

Dog - Dog holds low market share compared to competitors and operate in a slowly growing market.

Cash cow requires little investment and generate cash that can be used to invest in other business units.

Cash cow - a business unit that has a large market share in a mature, slow growing industry.

It classifies business portfolio into four categories: It's used to determine what priorities should be given in the product portfolio of a business unit. The BCG Matrix method is the most popular portfolio management tool. Will convert your BCG matrix template into PDF, and without any quality loss. Ready to use.It's just this simple, only clicking on the Export PDF button

Evaluates the balance in your company’s current portfolio.

The market growth rate is low, the relative market share is low in this BCG Matrix area. Poor Dogs: Companies should liquidate, divest, or retrench these “poor dogs”.

The market growth rate is high, the relative market share is low. Question Marks: Companies should invest in “question marks” depending on their chances of becoming stars on the other side discard or sell if it does not have any chance.

The market growth rate is high, the relative market share is high. Stars: Companies should significantly invest in these “stars” as they have high future potential to become a cash cows. The market growth rate is low, the relative market share is high. Additionally, you can comment about what should Brand do as the next step, according to product position by helping with the explanations of the BCG Matrix.Ĭash Cows: Companies should milk these “cash cows” to induce growth and maintain their market share. Once you finished the input the data in these 6 columns, it will be automatically displayed in Numerical Visualization and the original BCG matrix. Moreover, if you enter the brand’s market share and the largest competitor’s market share then it calculates the Relative Market Share column automatically. BCG Matrix Excel Template Features:įirstly, list down all the products that you wanted to show on the matrix. In particular, this tool helps to understand which products the company should invest in, and which ones should be divested. So, this BCG Matrix Excel Template includes four quadrants which are Stars, Question Marks, Cash Cow, and Poor Dog.īasically, each of these quadrants represents a different analysis of market growth rate and relative market share.

The BCG Matrix, created in 1968 by Boston Consulting Group founder, Bruce Henderson, is a framework that helps to assess the value of investments in portfolio management.

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