BCG Matrix

So geht's

1. 1

   Before the workshop, collect data: estimated market growth rate and relative market share for each product, service, or business unit under review.

2. 2

   Draw or project the BCG Matrix: x-axis = Relative Market Share (right = high), y-axis = Market Growth Rate (up = high). Mark the midpoints for each axis.

3. 3

   Plot each product or unit as a circle on the matrix — size the circle proportional to revenue or strategic importance.

4. 4

   Label each quadrant: Stars (top-right), Question Marks (top-left), Cash Cows (bottom-right), Dogs (bottom-left).

5. 5

   Discuss each item together: Is the placement accurate? Is the growth rate sustainable? Is the market share figure reliable?

6. 6

   For each item, agree on a strategic directive: invest and grow (Stars), decide quickly (Question Marks), harvest (Cash Cows), or divest/discontinue (Dogs).

7. 7

   Identify resource flows: which Cash Cows will fund which Stars or promising Question Marks?

8. 8

   Document decisions and assign owners — the matrix is only useful if it drives action.

Tipps

• Gather real data before the session — gut feel placements lead to political debates rather than strategic clarity.

• Use market growth rate benchmarks (e.g.

• >10% = high in most industries) agreed by the team upfront.

• Don't treat the matrix as permanent: markets shift and so should classifications.

• Challenge the assumption that Dogs are always bad — sometimes a low-growth, low-share product serves a key customer segment.

Variationen

Run a 'Future BCG' where teams predict where each item will sit in 3 years given current trajectories. Combine with Ansoff Matrix to map diversification moves from current Cash Cows into new growth areas.