• DR. VIDYA HATTANGADI

Boston Consulting Group’s Matrix is a business analysis tool to evaluate the strategic position of a business unit in terms of its brand portfolio and its prospects. The matrix classifies business portfolio into four categories based on two dimensions: industry attractiveness (growth rate of that industry) and relative market share. These two dimensions reveal health of the strategic business units (SBU) in terms of financial support needed from the point of view of sustenance. Star SBU represents business units having large market share in a fast-growing industry. Cash Cow SBU represents business units having a large market share in a mature yet slow growing industry. Cash cow SBU requires little investment, but they generate steady cash that can be utilized for investment in other business units. Question mark SBUs represent business units having relatively low market share in a high growth industry and Dog SBU represents businesses having weak market shares and they operate in low-growth markets. They are cash traps.

BCG Matrix, Bruce Henderson, Build, Hold, Harvest, Divest, Market Growth Rate, Relative Market Share, Industry Attractiveness.

"Strategies based on BCG Matrix", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 1, page no.g282-g285, January-2025, Available :http://www.jetir.org/papers/JETIR2501627.pdf

"Strategies based on BCG Matrix", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 1, page no. ppg282-g285, January-2025, Available at : http://www.jetir.org/papers/JETIR2501627.pdf