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Market growth-market share portfolio (BCG-Portfolio)

BCG Portfolio

Benefit

  • Evaluates and compares independent products based on the two factors of market growth and market share.

  • Represents products in the form of a clear chart.

  • Creates transparency about the risk distribution and cash flow of the products under consideration.

  • Basis for decision-making to derive product investments and product strategies to balance the cash flow.

  • Basis for deriving measures for an optimized and balanced cash flow.

Applications

The market growth market share portfolio evaluates and compares independent products based on the two dimensions of market growth and market share. It is the mother of all portfolio concepts in business management. However, the evaluation criteria are only condensed into two aspects and can therefore only be used to compare individual products and not entire business segments. This tool introduces the user to the mechanisms of the portfolio technique. All other portfolios are based on this mechanism.

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