MKT 427-Matrix Review - Mariah McCarthy MKT 427 Professor...

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Mariah McCarthy MKT 427 – Professor Aaltonen BCG & GE Matrix January 20, 2016 1
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What is the BCG Matrix and GE Matrix used for? The BCG Matrix (Boston Consulting Group) is a marketing tool intended to assist marketers for strategic planning of a specific product, service, or individual growth opportunities. It is used to provide businesses with a layout of their product portfolios in order to make effective business decisions regarding whether to continue to invest in a product, develop new products, or discontinue a product. The BCG Matrix is divided in to four segments (Star, Cash Cow, Question mark & Dog). The Star represents products that show high growth opportunities, the cash cow represents products with low want but has potential to become grow. The question mark, also known as the problem child is unknown whether it will continue to thrive in the market or fall out and the final segment; dog are products that should no longer be sold and completely removed from the business.
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  • Spring '14
  • FranciscoF.Coronel
  • Marketing, BCG Matrix

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