# Master the BCG Growth Share Matrix for Strategic Business Decisions

![BCG Growth Share Matrix](https://www.investopedia.com/thmb/PYVjsXLXAjuRbm4LI4yufxm3OV4=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/bcg2-90a0a3fbe076449e95e901a77008a98b.png)

*— Laura Porter / Investopedia*

## What Is the BCG Growth Share Matrix?

The Boston Consulting Group (BCG) growth share matrix is a planning tool that uses graphical representations of a company’s products and services to help the company decide what it should keep, invest more money in, or sell.

The company’s offerings are plotted in a four-square matrix. The y axis represents the rate of market growth, and the x axis represents market share.

The BCG growth share matrix was introduced by the Boston Consulting Group in 1970.

### Key Takeaways

*   The BCG Growth Share Matrix categorizes a company's products into four quadrants: stars, cash cows, question marks, and dogs, based on market growth and market share.
*   Stars are high-growth, high-share products that require investment to maintain their market leadership but can transition into cash cows as growth slows.
*   Cash cows are low-growth, high-share products that generate steady cash flow, supporting other parts of the business.
*   Question marks operate in high-growth markets but have low market share, requiring close analysis to determine their future potential.
*   Dogs are low-growth, low-share products that may need to be divested or repositioned to avoid tying up company resources.

## How the BCG Growth Share Matrix Analyzes Business Units

The BCG growth share matrix breaks down products into four categories known as dogs, cash cows, stars, and question marks. Each category quadrant has its own set of unique characteristics.

### Dogs (or Pets)

A product is classified as a "[dog](https://www.investopedia.com/terms/d/dog.asp)" if it has low [market share](https://www.investopedia.com/terms/m/marketshare.asp) and low growth rate. These should be sold, liquidated, or repositioned. Dogs appear in the bottom right quadrant.

Dogs generate little cash due to their low market share and growth. They can trap funds over long periods, making them prime for [divestiture](https://www.investopedia.com/terms/d/divestiture.asp).

![BCG Growth Share Matrix](https://www.investopedia.com/thmb/XhUTFvjI2baRKBhUYl79DdGaFkE=/1500x0/filters:no_upscale():max_bytes(150000):strip_icc()/Clipboard01-ee072cbead944f1e9126330da3b2de9f.jpg)

*BCG Growth Share Matrix.*

### Cash Cows

Products with low growth but high market share are "cash cows." Companies should leverage them for steady cash flow as long as possible.

Cash cows are in the bottom left quadrant, usually leading in [mature markets](https://www.investopedia.com/terms/m/matureindustry.asp).

These products often generate returns that are higher than the market’s growth rate. They sustain themselves from a cash flow perspective. These products should be taken advantage of for as long as possible.

Cash cows have predictable cash flows, making them easy to value. Use their cash flow to invest in high-[potential](https://www.investopedia.com/terms/e/earning-potential.asp) stars.

> **Important**
>
> The matrix is not a predictive tool. It takes into account neither new, disruptive products entering the market nor rapid shifts in consumer demand.

### Stars

Products in high-growth markets that hold significant market share are "stars" and should be invested in. Stars are in the top left quadrant.

Stars generate high income but also consume large amounts of company cash. A star eventually becomes a [cash cow](https://www.investopedia.com/terms/c/cashcow.asp) when the market’s overall growth rate declines if it can remain a market leader.

### Question Marks

"Question marks" are opportunities in high-growth markets where a company lacks large market share. They appear in the top right quadrant.

Question marks typically grow fast but consume large amounts of company resources. Products in this quadrant should be analyzed frequently and closely to see if they’re worth maintaining.

## Recognizing the Limitations of the BCG Matrix

The matrix helps in decision-making, but it doesn't consider all business factors. Gaining market share might cost more than the extra [revenue](https://www.investopedia.com/terms/r/revenue.asp) from new sales. Product development can take years, so careful [contingency](https://www.investopedia.com/terms/c/contingency.asp) planning is essential.

The matrix classifies businesses as either low or high, excluding midsize companies. Since midsize companies often constitute a large market share, excluding them may not truly reflect the business climate.

The BCG matrix assumes that all businesses operate independently of each other, but that isn’t always necessarily true. Certain players in the market, such as dogs, can end up giving others a boost—sometimes unintentionally.  

> **Fast Fact**
>
> Bruce Henderson founded BCG and created the concept of the growth matrix in 1970.

## Real-World Application: Apple's BCG Growth Share Matrix Example

The growth matrix applies to many real-world companies, like Apple (AAPL). Let’s examine Apple’s products by matrix category:

*   **Star**: iPhone
*   **Cash cow**: Macbook
*   **Question mark**: Apple TV
*   **Dog**: iPad

The company earned $383.28 billion in [net sales](https://www.investopedia.com/terms/n/netsales.asp) in 2023, out of which almost $298.1 billion was attributed to its products section. The remaining $85.2 billion came from its services division.

*   The majority of Apple’s sales come from its most popular product. The [iPhone](https://www.investopedia.com/articles/investing/022316/economics-iphone-aapl.asp) brought in $200.58 billion in sales for the year. It’s considered the company’s star.
*   The cash cow for the company is its Mac products, notably the Macbook laptop, which is one of the most popular in this group. Sales for Mac products came in at $29.36 billion for the [fiscal year (FY)](https://www.investopedia.com/terms/f/fiscalyear.asp#:~:text=Investopedia%20%2F%20Julie%20Bang-,What%20Is%20a%20Fiscal%20Year%20%28FY%29%3F,purposes%20to%20prepare%20financial%20statements.).
*   One of the question marks for Apple was its Apple TV streaming service. This falls under the Services category. The competition in the streaming world is intense, with traditional services like [Netflix](https://www.investopedia.com/insights/how-netflix-makes-money/), Hulu, and Disney+ dominating the market. But others like YouTube and Vimeo are also eating away at market share. Apple’s Services division earned $85.2 billion in sales in 2023.  
    
*   Once a darling of the company, the iPad has become a dog. Apple’s tablet continues to show low growth as sales continue to decline. Sales for the year came in at $28.3 billion in 2023, compared with $29.29 billion in 2022.  
    

## What Are the 4 Quadrants of the BCG Matrix?

The BCG growth share matrix uses a 2×2 grid with growth on one axis and market share on the other. Each of the four quadrants represents a specific combination of relative market share and growth:

1.  **Low growth, high share**: Companies should milk these cash cows for cash to reinvest elsewhere.
2.  **High growth, high share**: Companies should significantly invest in these stars because they have high future potential.
3.  **High growth, low share**: Companies should invest in or discard these question marks, depending on their chances of becoming stars.
4.  **Low share, low growth**: Companies should liquidate, divest, or reposition these pets_._  
    

## How Does the BCG Matrix Work?

The BCG growth share matrix considers a company’s growth prospects and available market share by assigning each business to one of these four categories. Executives can then decide where to focus their resources and capital to generate the most value, as well as where to cut their losses.

## Is the BCG Matrix Used in the Real World?

The growth share matrix was used by about half of all Fortune 500 companies at the height of its success, according to BCG. It’s still central in business school teachings on business strategy.

## The Bottom Line

The BCG growth share matrix serves as a strategic tool for management to evaluate and prioritize a company's product lines using a 2x2 matrix that measures market growth against market share. Products are categorized into four quadrants: stars, cash cows, question marks, and dogs. Each category dictates specific managerial actions, such as investing in stars with high growth and market share or divesting dogs with low growth and share. Although widely taught in business schools, the matrix has limitations, including not accounting for market dynamics or interdependencies among companies.

> **Article Sources**
>
> 1.  Boston Consulting Group. “[BCG Classics Revisited: The Growth Share Matrix](https://www.bcg.com/publications/2014/growth-share-matrix-bcg-classics-revisited).”
>     
> 2.  Boston Consulting Group. “[What Is the Growth Share Matrix?](https://www.bcg.com/about/our-history/growth-share-matrix)”
>     
> 3.  Apple. “[Condensed Consolidated Statements of Operation (Unaudited)](https://www.apple.com/newsroom/pdfs/fy2023-q4/FY23_Q4_Consolidated_Financial_Statements.pdf),” Page 1.