Classify products into Stars, Cash Cows, Dogs, or Question Marks.
Product ManagementHigh growth + high market share products. Invest heavily — they’re future cash cows.
High growth + high market share products. Invest heavily — they’re future cash cows.
The BCG Matrix is a portfolio strategy tool developed by Boston Consulting Group. It helps businesses categorize products by market growth and market share into four types: Stars, Cash Cows, Dogs, and Question Marks.
Product teams use it to decide where to invest, maintain, or divest. It aligns resource allocation with lifecycle value and potential of each offering.
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