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Portfolio Management: The BCG Growth-Share Matrix

The BCG Growth-Share Matrix, developed by the Boston Consulting Group in the early 1970s, aids companies in analyzing business units or product lines based on market growth rate and relative market share, categorizing them into Stars, Cash Cows, Question Marks, and Dogs. Stars, like Apple's iPhone at its inception, hold high market share in fast-growing markets, necessitating heavy investment to sustain growth. Cash Cows, such as Coca-Cola Classic, dominate low-growth markets, yielding substantial cash flow for reinvestment. Question Marks, exemplified by Tesla's early energy storage products, possess low market share in high-growth markets, requiring strategic investment for potential growth. Dogs, like Sony's VAIO laptops in declining markets, have low market share and growth, often requiring divestiture. The matrix guides resource allocation and strategic decisions, offering a visual portrayal of a company's portfolio's health and potential.