Video narration
Which products deserve a company's investment? Think of products sharing a shelf or app. The BCG Matrix places each by market growth rate, low to high up the vertical axis, and relative market share, low to high from left to right. Sales alone don't place a product. Growth and share together reveal the investment choice. Top right, Stars are high-growth products with high share, like a popular new delivery service; invest to sustain growth. Bottom right, Cash Cows have high share in slow-growth markets, like an established snack; maintain them and use funds elsewhere. Top left, Question Marks grow quickly but have low share, like a new app with few users. Their future is uncertain, so build selectively. Bottom left, Dogs have low growth and low share, like an aging product. They aren't automatically worthless; reconsider their role. Compare products' growth and share to allocate resources.