# BCG Growth-Share Matrix Worksheet

## Overview
The BCG Matrix (Boston Consulting Group Matrix) is a portfolio management framework that helps companies analyze their product lines or business units. It classifies products/units into four categories based on market growth rate and relative market share.

## Pre-Analysis Data Collection

**Company/Division:** _________________________________
**Analysis Period:** _________________________________
**Currency:** _____________
**Prepared By:** _________________________________
**Date:** _____________

## Step 1: List Your Products/Business Units

| Product/Unit | Annual Revenue | Market Share (%) | Market Growth Rate (%) | Main Competitors |
|--------------|----------------|------------------|----------------------|------------------|
| 1. | $ | | | |
| 2. | $ | | | |
| 3. | $ | | | |
| 4. | $ | | | |
| 5. | $ | | | |
| 6. | $ | | | |
| 7. | $ | | | |
| 8. | $ | | | |

## Step 2: Calculate Relative Market Share

**Formula:** Your Market Share ÷ Largest Competitor's Market Share

| Product/Unit | Your Market Share (%) | Largest Competitor Share (%) | Relative Market Share |
|--------------|----------------------|------------------------------|---------------------|
| 1. | | | |
| 2. | | | |
| 3. | | | |
| 4. | | | |
| 5. | | | |
| 6. | | | |

## Step 3: Determine Market Growth Rate

**Industry Average Growth Rate:** ____%

| Product/Unit | Market Growth Rate (%) | Above/Below Average |
|--------------|----------------------|-------------------|
| 1. | | |
| 2. | | |
| 3. | | |
| 4. | | |
| 5. | | |
| 6. | | |

## Step 4: Plot on BCG Matrix

### Matrix Quadrants

```
High Growth │ QUESTION MARKS (?)  │  STARS (★)
           │ • High Growth       │  • High Growth
           │ • Low Market Share  │  • High Market Share
           │                     │
-----------│---------------------│--------------------
           │                     │
Low Growth │ DOGS (🐕)          │  CASH COWS (🐄)
           │ • Low Growth        │  • Low Growth
           │ • Low Market Share  │  • High Market Share
           │_____________________│____________________
             Low Market Share      High Market Share
```

### Classification

**STARS (High Growth, High Market Share)**
- Products: _________________________________
- Characteristics: _________________________________
- Revenue Contribution: $_________ (___%)

**CASH COWS (Low Growth, High Market Share)**
- Products: _________________________________
- Characteristics: _________________________________
- Revenue Contribution: $_________ (___%)

**QUESTION MARKS (High Growth, Low Market Share)**
- Products: _________________________________
- Characteristics: _________________________________
- Revenue Contribution: $_________ (___%)

**DOGS (Low Growth, Low Market Share)**
- Products: _________________________________
- Characteristics: _________________________________
- Revenue Contribution: $_________ (___%)

## Step 5: Strategic Analysis

### Stars - Strategy: Invest for Growth
**Products:** _________________________________

**Current Situation:**
- Market Position: _________________________________
- Growth Potential: _________________________________
- Competitive Threats: _________________________________

**Recommended Actions:**
- [ ] _________________________________
- [ ] _________________________________
- [ ] _________________________________

**Investment Required:** $_________
**Expected ROI:** ____%

### Cash Cows - Strategy: Harvest for Profit
**Products:** _________________________________

**Current Situation:**
- Profit Margins: ____%
- Market Stability: _________________________________
- Competitive Position: _________________________________

**Recommended Actions:**
- [ ] _________________________________
- [ ] _________________________________
- [ ] _________________________________

**Cash Generation:** $_________/year

### Question Marks - Strategy: Selective Investment
**Products:** _________________________________

**Decision Criteria:**
| Product | Invest | Divest | Reason |
|---------|--------|--------|---------|
| | ☐ | ☐ | |
| | ☐ | ☐ | |
| | ☐ | ☐ | |

**If Investing:**
- [ ] _________________________________
- [ ] _________________________________
- Investment Needed: $_________

**If Divesting:**
- [ ] _________________________________
- [ ] _________________________________
- Expected Recovery: $_________

### Dogs - Strategy: Divest or Reposition
**Products:** _________________________________

**Options Analysis:**
| Product | Divest | Reposition | Maintain | Rationale |
|---------|--------|------------|----------|-----------|
| | ☐ | ☐ | ☐ | |
| | ☐ | ☐ | ☐ | |

**Action Plan:**
- [ ] _________________________________
- [ ] _________________________________
- [ ] _________________________________

## Step 6: Portfolio Balance Assessment

### Current Portfolio Health
- [ ] Balanced (good mix across quadrants)
- [ ] Star-heavy (growth-focused but cash-intensive)
- [ ] Cash Cow-heavy (profitable but limited growth)
- [ ] Question Mark-heavy (risky, uncertain future)
- [ ] Dog-heavy (weak position, needs restructuring)

### Cash Flow Analysis
| Quadrant | Cash Generated | Cash Required | Net Cash Flow |
|----------|----------------|---------------|---------------|
| Stars | $ | $ | $ |
| Cash Cows | $ | $ | $ |
| Question Marks | $ | $ | $ |
| Dogs | $ | $ | $ |
| **TOTAL** | **$** | **$** | **$** |

## Step 7: Strategic Roadmap

### Immediate Actions (0-3 months)
1. _________________________________
2. _________________________________
3. _________________________________

### Short-term Initiatives (3-12 months)
1. _________________________________
2. _________________________________
3. _________________________________

### Long-term Transformation (1-3 years)
1. _________________________________
2. _________________________________
3. _________________________________

## Resource Allocation Plan

| Quadrant | Current Allocation | Recommended Allocation | Change |
|----------|-------------------|----------------------|--------|
| Stars | ___% | ___% | ___% |
| Cash Cows | ___% | ___% | ___% |
| Question Marks | ___% | ___% | ___% |
| Dogs | ___% | ___% | ___% |

## Success Metrics

**Portfolio Performance Indicators:**
- [ ] Revenue growth rate: Target ____%
- [ ] Profit margin: Target ____%
- [ ] Market share gains: Target ____%
- [ ] ROI: Target ____%
- [ ] Cash generation: Target $_____

## Risk Factors

**Key Risks to Monitor:**
1. Risk: _________________________ Mitigation: _________________________
2. Risk: _________________________ Mitigation: _________________________
3. Risk: _________________________ Mitigation: _________________________

## Example Application

**Company:** Tech Conglomerate

**Products Classification:**
- **Stars:** Cloud Services (25% share, 30% growth)
- **Cash Cows:** Desktop Software (60% share, 5% growth)
- **Question Marks:** AI Platform (5% share, 45% growth)
- **Dogs:** Hardware Division (10% share, -2% growth)

**Strategic Direction:** Use cash from Desktop Software to fund Cloud Services expansion and selectively invest in AI Platform while divesting Hardware Division.

## Review and Update

**Review Schedule:**
- [ ] Quarterly review: _____________
- [ ] Annual strategic review: _____________
- [ ] Market share update: _____________
- [ ] Growth rate recalculation: _____________

---
*Analysis Date:* _____________
*Next Review:* _____________
*Approved By:* _____________