✅ It allows professionals to better understand the positioning of their product portfolio, based on the target market growth (vertical axis from – to +) and the company’s relative to market share (horizontal axis from + to -). I admit it’s a bit dated, 😅 but this matrix is still a topical marketing tool since it’s very simple to use and understand for your new business. Henderson, popularized the concept in an essay entitled “The Product Portfolio” in 1970. It is a strategic analysis tool created by employees of the “Boston Consulting Group” in the United States: Alan Zakon first sketched it and then, together with his colleagues, he refined his theory. Let’s go ! 🚀įirst, a little history to understand better the BCG Matrix. 🤓 We will also see, 5 examples of use in business environment to better illustrate these ideas. In this article, we will see how the BCG Matrix works and what are the steps to make your own marketing strategy.
