Trends in 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 10 minutes.
Additional resources: there is a website available that provides a template to make the BCG matrix, along with extra information on the strategic concept.

Student Task

Below there are several BCG matrix examples shown. In each case, the portfolio/s has been tracked over time. You have two questions to address for each BCG matrix.

  1. What is probably happening to make the portfolio move in such a pattern on the BCG matrix?
  2. What implications are there for the firm managing this portfolio – that is, what guidance is provided by the BCG matrix?

BCG ideal question mark

bcg matrix - entering maturity

bcg matrix over time - improving

BCG matrix poor star