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BCG Matrix, SWOT Analysis and Porter Model
BCG Matrix
Introduction:
The Boston Consulting Group (BCG) Matrix is an uncomplicated tool to evaluate a company’s position in terms of its product range. It facilitates a company think about its products and services and makes decisions about which it should keep, which it should let go and which it should invest in further. Also called the BCG Matrix, it provides a useful way of screening the opportunities open to the company and helps to think about where one can best allocate resources to maximize profit in the future. At the end of the 1960s, Bruce Henderson, creator of the Boston Consulting Group, BCG, developed portfolio matrix. The BCG Growth-Share Matrix is a fourcell (2 by 2) matrix used to execute business portfolio analysis as a footstep in the strategic planning process. BCG matrix is often used to prioritize which products within company product mix get more funding and attention BCG matrix takes into account two strategic parameter into consideration namely, market share and market growth. To understand the Boston Matrix, one must understand how market share and market growth are interrelated. Market share is the percentage of the total market that is being serviced by a company under consideration, measured either in revenue terms or unit volume terms. Higher the market share, the higher the proportion of the market one controls. The Boston Matrix assumes that if the company under consideration is enjoying a high market share then it will be making more money. (This assumption is based on the idea that company has been in the market for long enough to have learned how to be profitable, and will be enjoying scale economies that gives an advantage).

Market growth is used as a measure of a market's attractiveness. Markets experiencing high growth are ones where the total market is expanding, meaning that it’s relatively easy for businesses to grow their profits, even if their market share remains

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