Analyzing the BCG matrix


BCG matrix, portfolio management, strategy

Teaching Notes

  • 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 15  minutes.
  • Additional resources: Download the free Excel template to make the BCG matrix, a handy tool for students = BCG_matrix_Excel_template

Review the activity below or download the PDF student worksheet

Student Worksheet: Analyzing the BCG Matrix

Student Discussion Activity

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

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