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WORKSHEET 15 – BOSTON CONSULTING GROUP (BCG) GROWTH-SHARE MATRIX adapted from E. Segev. Corporate Strategy: Portfolio Models Publishing/Boyd & Fraser, 1995. Product-market growth (percent) High Low High Low Market share (actual or relative) SBUs/Product types: _____________________________ _____________________________ _____________________________ SBUs/Product types: _____________________________ _____________________________ _____________________________ SBUs/Product types: _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ SBUs/Product types: SBUs/Product types: _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ _____________________________ Justification: ________________________________________________________ ________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ ____________________________________________________________________ __ Star Problem Child Cash Cow Dog
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Characteristics and Strategies for the Four Basic SBUs Or Product Types in the BCG Growth-Share Matrix Stars Characteristics: Market leaders Fast growing Substantial profits Require large investment to finance growth Strategies: Protect existing share Reinvest earnings in the form of price reductions, product improvements, providing better market coverage, production efficiency Obtain a large share of the new users. Product-market growth High Low High Low Market share Problem Children Characteristics: Rapid growth Poor profit margins Enormous demand for cash Strategies:
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