Having a balanced product portfolio includes both high-growth products as well as low-growth products.Ī high-growth product is for example a new one that we are trying to get to some market. In general, a company should maintain a balanced portfolio of products. When should I use the BCG matrix model?Įach product has its product life cycle, and each stage in product's life-cycle represents a different profile of risk and return. The BCG model is based on classification of products (and implicitly also company business units) into four categories based on combinations of market growth and market share relative to the largest competitor. The BCG matrix model is a portfolio planning model developed by Bruce Henderson of the Boston Consulting Group in the early 1970's.
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