Analyzing the BCG matrix

Teaching Notes for this Marketing Activity

Preferred format: This teaching activity is designed for either individual students or to be completed in small groups of students.
Student audience: This exercise is more suitable for students of marketing strategy, and perhaps some students of introductory marketing.
Exercise time: The group discussion time should be around 5 to 10 minutes.
Additional resources: there is a website available that provides a template to make the BCG matrix, along with extra information on this important strategic concept.

Student Task

Below there are several BCG matrix examples shown. Your task is to review each and determine whether the firm in question has a suitable product portfolio.

In each case identify the strengths and potential concerns of their portfolio structure.

BCG matrix - good portfolio

BCG matrix - poor portfolio

BCG matrix - conservative firm