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 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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