BCG MATRIX - Growth share matrix

The growth–share matrix (BCG-matrix, Boston matrix, Boston Consulting Group analysis, portfolio diagram) is a chart that was created by Bruce D. Henderson for the Boston Consulting Group in 1970 to help corporations to analyze their business units, that is, their product lines. This helps the company allocate resources and is used as an analytical tool in brand marketing, product management, strategic management, and portfolio analysis. Analysis of market performance by firms using its principles has recently called its usefulness into question.

This video was developed for Marketing Analysis course by students of the Master program in Bioentrepreneurship. Karolinska Institutet-2016.

Videoscribe software was used to develop the video.

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Closed Caption:

the canal share matrix are BCG matrix is
a method developed by Boston Consulting
Group in the seventies in order to help
companies to make investment decisions
and to identify number of people predict
they believe the BCG matrix is based on
the analysis of market share and market
growth rate of a company's product or
products the market share is the
percentage of the total market sales
there is by a particular company over a
period while the market growth rate
refers to the amount of increase that
this market has gained over time free
standing up to school one large square
is ramen divided into four quadrants
with symbols on the upper left quadrant
we have a scar which represent product
that had as much to cheer and generate
the most cash however because of the
girls who made stars also consume large
amount of cash when example in the life
science represent a blockbuster drug
that generates annual sales of Over
$1,000,000,000 and therefore they
require a lot of investment companies
manufacturing and sales department and
the other eight square we can find a
question mark we just part of a business
that had the High girls prospect but a
little market so question marks are
consuming a lot of cash but are bringing
little in return and companies are
advised investment question marks only
disproved has the potential to become a
star one example could be research and
development department in pharmaceutical
company at least on the bottom left
square of the matrix cows represent
products that have a high market share
but a little growth prospects companies
are obliged to invest in cash cows to
maintain the current level of
productivity or the meal contains
possibly one example could eat a
medicine that has a patent expired and
is not able to grow the market because
of the invasion of the generic
competitors finally on the bottom right
square we have a dog and dogs are units
have both a little market share in the
little girl's rate does business unisys
are prime candidates for divestiture the
BCG matrix is extremely important it has
been very useful life science companies
to analyze the kingship products for it
at 36 and establish stands for
decision companies should consider desk
are sore blockbusters will have the
patent expire in the future and they can
become a car so in order to generate
more stars life science companies should
invest more in the question mark by
developing testing and reflecting a
winning protect companies should also
recently which could be done yet
incremental innovation improving the
already existing politics I was all dogs
reconsider initially worthless today's
successful companies capture many
signals from pets forum future decisions
on where and how to experiment so dogs
now can be used as three sources for
information in order for a company to
widen the same mistakes are going in the
same pathway