Reading Trends in 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 15-20 minutes, as there are several BCG’s to review.
  • 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. 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?

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