Boston Matrix

• what is a product portfolio?


  the range of products and/or brands sold/purchased by a business
• what is the boston matrix?


  A matrix used for portfolio analysis, categorizing products or businesses into four quadrants based on market growth and market share.
• what are stars?

  products with a high market share and high market growth
• what are cash cows?


  products with a high market share and low market growth
• what are question marks?


  products with a low market share and high market growth
• what are dogs?


  products with a low market share and low market growth
• what is this?

  the boston matrix grid

  
• advantages of the boston matrix?

  • helps to identify suitable strategies for products
  • helps to achieve a balanced portfolio
• disadvantages of boston matrix?

  • strategies will not suit all situations
  • doesn't look into predictions for the future
  • only analyses two factors
• what are the strategies for the boston matrix?

  • question mark --> invest
  • star --> maintain
  • cash cow --> maximise profit
  • dog --> discontinue or sell off product