Boston Consulting Group Portfolio Analysis Matrix

a tool, devised by the Harvard-based Boston Consulting Group, for use in product and strategic business unit (SBU) planning; the matrix, based on the percentage rate of market growth per annum and the market share relative to the market leader, allows the planner to categorise each product or SBU as a "Cash Cow", "Star", "Question Marks" (or "Problem Child") or "Dog", and to develop marketing strategies appropriate to each category's propensity to generate, or use, cash. See Cash Cows; Dogs; Question Marks; Stars.