1. (Boston Consulting Group Matrix) BOSTON CONSULTING GROUP MATRIX (BCG)
The Boston Matrix
(Boston Consulting Group Matrix)
THE BOSTON MATRIX
BOSTON CONSULTING GROUP MATRIX (BCG)

2. Lesson Objectives
To analyse the use of Boston Matrix
To understand product portfolio in relation to market share and market growth

3. Product portfolio

5. Unilever has more than 400 brands and those brands are used by 2
Unilever has more than 400 brands and those brands are used by 2.5 billion people everyday

6. Market Share
The percentage of the market held by a company or product in relation to the total sales revenue within a specific industry

7. Market Growth The increase in value of the whole market.
How fast the market is currently growing

8. What is the Boston Matrix?
Is a marketing tool for analysing the product portfolio of a business.
It shows whether products have high or low market share and operate in high or low market growth industries.

9. THE BOSTON MATRIX

10. Stars Market share = High Market growth = High
These are successful products that tend to generate high amounts of cash for business.

11. Question marks (or problem child)
Market share = Low
Market growth = High

12. Cash Cows Market Share = High Market Growth = Low
This is a product that has been in the market for many years and is well known.

13. This product does not make much profit and may be unpopular.
Dogs
Market Share =
Low
Market Growth =
Low
This product does not make much profit and may be unpopular.

14. Where in (2018) would you place Apple iPod within the Boston Matrix?

15. Activity
Construct a Boston matrix based on the information provided to you.
Identify possible marketing strategies for four possible outcomes

16. HOMEWORK
Research on any two multinational companies, identify their product portfolio and construct a BCG matrix.
Watch :
Read :

17. Bibliography
global company, Unilever. “All Brands.” Unilever Global Company Website, 20 Jan. 2018,
Global Times. “Huawei Tops China's Smartphone Market in First Half of 2017: IiMedia Data.”Global Times, 19 Sept. 2017,
Gordon, Kyle. “Topic: Smartphones.” Statista, 18 Sept. 2017,