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Opportunities exist for improving it’s existing businesses’  Investments should be high for questionįirst course of action should be to review whether any  Business is situated at a declining stage  Number of dogs in the company should be minimized.  Dogs do not have potential to bring in much cash.  Attempts should be made to hold the market share otherwise the star  It leads to large amount of cash consumption and cash generation.  They also require heavy investment, to maintain its large market share.  May not necessarily produce highest cash flow.

Or high performers depending upon their market growth rate and HENDERSON of the BOSTON CONSULTING GROUP in the early 1970’s.Īccording to this technique, businesses or products are classified as low Boston Consulting Group (BCG) Matrix is developed by BRUCE