They act as a great source of cash flow for an organization. As these products have high demand and market share. These are highly profitable products of a company. The matrix divides each product from a product portfolio into the following four categories: In this matrix, vertical axis shows the market growth rate and horizontal axis represents the market share. This matrix helps the organization to take corrective actions at proper time and frame strategies to increase profitability from each product in a particular portfolio. In the BCG growth–share matrix is one of the most sought after models to assess the strengths and weaknesses of the product portfolio of an organization. During the late 1960’s this model was conceptualized to evaluate the potential of a product portfolio along with its strategic position in the business. It later came to be known as BCG growth-share matrix. The concept of Growth–Share Matrix was created by Bruce D Henderson for the Boston Consulting Group (BCG). Search Engine Optimization Professional.
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