5. BCG Matrix - Marketing Lecture by Dr Vijay Prakash Anand

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In this video, I have talked about the BCG Matrix. BCG Matrix means Boston Consulting Group Matrix. It is also known as Growth-Share Matrix or, the product portfolio or, Boston matrix or portfolio diagram.

BCG Matrix is a chart; created by Bruce D. Henderson for the Boston Consulting Group in 1970 to help corporations analyze their business units, that is, their product lines.

To develop the matrix, it takes into account the market growth rate and relative market share of the business unit or the product line. Based on this, a product can be classified into one of four categories - Cash Cow, Star, Question Mark or Problem Child and Dog.

"To be successful, a company should have a portfolio of products with different growth rates and different market shares. The portfolio composition is a function of the balance between cash flows. High growth products require cash inputs to grow. Low growth products should generate excess cash. Both kinds are needed simultaneously." -Bruce D. Henderson

Check this video to know more...
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