The BCG growth-share matrix is a system that management uses internally to assess the current state of the value of a company's units or product lines. The growth-share matrix assists the company in determining which products or units to keep, sell, or invest in more heavily. The BCG growth-share matrix categorizes products into four groups: "dogs," "cash cows," "stars," and "question marks." Each group quadrant has its own set of distinguishing features. The Boston Consulting Group (BCG) growth-share matrix is a planning tool that employs graphical representations of a company's products and services to assist the company in deciding what to keep, sell, or invest more.
