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Product Portfolio Analysis. (The Boston Matrix). MOOO!. What is it? Why is it useful?. The Matrix. High Market share low. Low Rate of growth for the whole market High. Problem Children. High Market share low. Low Rate of growth for the whole market High. Problem children.

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product portfolio analysis

Product Portfolio Analysis

(The Boston Matrix)

MOOO!

the matrix
The Matrix

High Market share low

Low Rate of growth for the whole market High

problem children
Problem Children

High Market share low

Low Rate of growth for the whole market High

problem children1
Problem children
  • Implications:
    • What are the chances of these products securing a hold in the market?
    • How much will it cost to promote them to a stronger position?
    • Is it worth it?
stars
Stars

High Market share low

Low Rate of growth for the whole market High

stars1
Stars
  • Huge potential
  • May have been expensive to develop
  • Worth spending money to promote
  • Consider the extent of their product life cycle in decision making
cash cows
Cash Cows

High Market share low

Low Rate of growth for the whole market High

cash cows1
Cash Cows:
  • Cheap to promote
  • Generate large amounts of cash – use for further R&D?
  • Costs of developing and promoting have largely gone
  • Need to monitor their performance – the long term?
  • At the maturity stage of the PLC?
slide11
Dogs

High Market share low

Low Rate of growth for the whole market High

slide12
Dogs
  • Are they worth persevering with?
  • How much are they costing?
  • Could they be revived in some way?
  • How much would it cost to continue to support such products?
  • How much would it cost to remove from the market?
balance

Balance

Do we want a field of cows?

MOOO!

balance and the plc
Balance and the PLC

Sales

(2)

(3)

(1)

D

B

C

A

Time