Boston Matrix
- The Boston Matrix is a tool used by businesses to analyse their product portfolio and make strategic decisions about each product
- The matrix classifies products into four categories based on their market share and the market growth rate
- Cash Cow
- Problem Child/Question Mark
- Star
- Dog
- The Boston Matrix helps businesses have a balanced product portfolio
- Profitable cash cows fund the development of problem children and ensure stars receive the investment they require to maintain their market leader position
- Unprofitable dogs are divested to increase focus and funding on products with more potential
Diagram: The Boston Matrix
The classification of products in the Boston Matrix according to their market share and the growth rate in the market as a whole
- By categorising products into these categories, businesses can allocate resources more effectively, improve their cash flow and develop marketing strategies that align with the product's potential
The Four Types of Product in the Boston Matrix
Product Type |
Explanation |
Implications |
Cash Cow |
|
|
Problem Child/Question Mark |
|
|
Star |
|
|
Dog |
|
|
Exam Tip
You need to know the purpose of the Boston Matrix and the characteristics of the four different types of product
In the exam you may be asked to identify elements or their characteristics