BCG Matrix: Definition, Examples, and Learn How to Use It?

Are you wondering how to use the BCG matrix to grow your business? The BCG matrix is a tool businesses use to assess their product offerings. It is based on the concept of market share and profitability. The BCG matrix assigns each product a letter designation based on its market share (A, B, C, or D) and its profitability (high, medium, low, or no profits).

The key benefit of using the BCG matrix is that it allows businesses to see which products are most profitable and which ones need more attention. It can also help to identify products that are in danger of being discontinued.

If you want to apply the BCG matrix to your business, keep reading for a step-by-step guide on how to do it.

What is the BCG Matrix?

What is the BCG Matrix?

The BCG Matrix is a tool businesses use to help them make strategic decisions. It is a two-by-two matrix that plots businesses according to their market share and growth rate. The horizontal axis measures market share, and the vertical axis measures growth.

There are four quadrants in the BCG Matrix. The first quadrant consists of businesses that have high market share and low growth, the second quadrant consists of companies that have low market share and high growth, the third quadrant consists of businesses that have increased market share and high growth, and the fourth quadrant consists of the companies that have low market share and low growth.

The BCG Matrix is a valuable tool because it helps businesses to see where they concern their competitors.

What are the four quadrants of the BCG Matrix?

The BCG Matrix is a tool used to help businesses decide which products and services to focus on. It is divided into four quadrants based on the rate of growth and the market share of the product or service.

four quadrants of the BCG Matrix

1. Stars quadrant 

The Stars quadrant is the most complex of the four quadrants. It includes companies with a critical mass of assets, customers, and employees but does not have a competitive advantage. These companies are not necessarily growing fast or aggressively but are stable and profitable. They are the companies that can be acquired for their cash flow, brands, or assets.

The Stars quadrant is where you find your customers and potential customers. This is where you will be selling your product or service. It includes everything that comes in contact with your product or services, such as distributors, wholesalers, retailers, and other stakeholders in the supply chain.

2. Cash Cows quadrant

The Cash Cows quadrant is the most valuable quadrant in BCG Matrix. This quadrant denotes the money maker. This could be a product or service that consistently generates consistent profits.

These products or services have a competitive advantage and a significant market share in their respective markets. They can grow and expand their market share because they attract high-quality customers and provide superior value to these customers. While the cash cows do not experience sudden or exponential growth rates, they are well-established businesses.

3. Dogs quadrant

The dog’s quadrant is the marketing program focused on the target customer. The program is simple and easy to understand, and it asks for a small commitment from the customer. Examples of this would be email campaigns, social media ads, and other marketing efforts specific to your target audience.

The dog’s quadrant of the BCG matrix is for those companies that are growing fast and have a lot of potentials to grow even quicker. These companies have a great product and market fit but may need more capital to scale. In this quadrant, you must focus on finding funding and building the right team to support your business. It would be advisable if you also were looking to acquire other companies in your space that can help you reach new customers and expand your reach.

4. Question Marks quadrant

The question marks a quadrant of the BCG matrix for companies growing slowly or not. These businesses need a clear path for growth, or perhaps their product is still being prepared for prime time, or maybe there’s just no one interested in what you’re selling. In this quadrant, you must decide whether it’s better to pivot or sell up and start over somewhere else. You should also consider partnering with other businesses if there is a substantial overlap between their products or services and yours.

The question marks quadrant refers to the need for more information about your product or service before deciding whether to purchase it. This type of marketing strategy is often used in lifestyle industries where there are many different options available. For example, suppose you were selling yoga classes. In that case, you could choose between various studios in your area and then offer a discount or other incentive if they sign up for a trial class before purchasing. In this case, you are using targeted email marketing as part of your question mark strategy.

How to use BCG Matrix?

How to use BCG Matrix?

If you are wondering how to use the BCG matrix, the BCG Matrix is a simple tool for decision-making in business. It can help you decide how to allocate resources and how to prioritize them. The matrix also allows you to compare projects and identify opportunities to improve your operations.

To use the BCG matrix, first, you need to determine which quadrant your business falls into. Once you have completed this, you need to decide what you want to achieve. The BCG Matrix is beneficial not only for corporations or businesses but can also be used by individuals. For example, if you’re trying to prioritize activities at work, the BCG Matrix will help you determine what’s essential and what isn’t. Or if you’re trying to decide how much time should be spent on a particular activity, it will provide that information for you too.

The BCG matrix is a way of organizing and analyzing the information you have gathered. It helps you understand the problem at hand, how it is interconnected with other problems, and how each issue affects the others. The BCG matrix will help you know what your customers want, how, and why they want it. It will help you identify what the business competitors are doing well and where they fall short. It will help you see opportunities for growth in your business that may have yet to be noticeable. 

The BCG matrix lets you get a clear picture of the entire system that makes up your business. 

BCG Matrix examples

The BCG Matrix is a tool used to help companies make decisions about their business. It uses a series of questions to determine the right path for your company. The BCG Matrix was created by the Boston Consulting Group (BCG), which is a consulting firm that helps businesses grow. The method they use is called “business model canvas”. For this example, we will be looking at the Coca-Cola company. 

Star quadrant – Kinley

BCG Matrix Examples - Kinley

Kinley is the leading product of Coca-Cola and a BCG matrix example of the star quadrant due to its rapid growth and significant market share. It has a top market share in India and other Asian countries, and a strong presence in Eastern Europe, Latin America, and Africa.

Cash Cows – Coca-Cola

BCG Matrix Examples - Coca-cola

Coca-Cola is a gradually growing segment and represents the BCG matrix example of cash cows. Coca-Cola has been operating in this segment for many years and has invested heavily. The company has set up its facility in Coca Cola business and is already making profits from it. 

The coca-cola company has a good reputation among consumers because of its quality products. However, due to its high investment level, it has yet to be able to grow faster than the market. It should focus more on marketing and distribution channels to reach more customers.

Dogs quadrant – Diet Coke

BCG Matrix Examples - Diet Coke

Diet coke is a BCG matrix example of the dog quadrant in the Coca-Cola company. It has been a very successful brand for Coca-Cola but is losing market share to newer brands like Dr. Pepper and Pepsi. The company needs to find a way to keep consumers loyal to its Diet Coke brand and make it more appealing to new customers.

It has substantial brand equity and a loyal customer base, and its target market is growing. It is an improvement on the original formula, but it has yet to be able to compete with Pepsi and other soft drinks on the market. The product has successfully captured a significant market share but needs a clear path to further growth.

Question Marks quadrant – Fanta

BCG Matrix Examples - Fanta

Fanta represents the BCG matrix example of the question mark quadrant in the Coca-Cola Company, a great example of a market leader. The company has been around for over 100 years and has tremendously grown. It is among the most popular soft drinks in the world and has an extensive distribution network that reaches every corner of the globe. 

Fanta is so popular that it has a dedicated social media site where people can talk about their favorite flavors and share recipes for their favorite drinks. In addition, the company has extended its reach through other products, such as other soft drink brands and bottled water. This example shows that even though you have a dominant product, you still need to watch out for competitors who might come up with new ways to compete with you or introduce new products that will decrease demand for your products.

Why is the BCG Matrix useful?

The BCG Matrix is helpful because it provides a framework for considering a company’s product portfolio. It can help you identify which products are performing well and which are not.

It can also help you to make strategic decisions about which products to focus on and which ones to ax. The BCG Matrix is an excellent tool for helping you to manage your product portfolio and make the most of your resources.

What are some limitations of the BCG Matrix?

The BCG Matrix is a popular business tool that can help companies make strategic decisions about their products. However, there are some limitations to its use.

First, the BCG Matrix does not take into account the competitive environment. A company’s products may perform well, but if it is in a competitive industry, it may still be at risk of being overtaken by its rivals. The BCG Matrix is based on a static view of the market. It assumes that the current state of the market will continue, which is only sometimes the case.

The BCG Matrix does not differentiate between different types of products. A company’s low-growth products may be dragging down its overall growth rate. The BCG Matrix also does not consider a company’s financial situation. A company may be profitable but have a low market share because it needs to invest in product development.

How can you overcome those limitations?

So, how can you overcome those limitations and make the BCG Matrix work for you? Here are a few tips:

1. Be realistic about your business. Only try to put it in a box that fits.

2. Use the BCG Matrix as a starting point, not the be-all and end-all of your business planning.

3. Be prepared to make tweaks and adjustments as needed. The BCG Matrix is not set in stone.

4. Remember to use your common sense. If something doesn’t seem right, trust your gut instinct and investigate further.


The BCG Matrix is a business tool that can help companies assess and make better strategic decisions. It’s simple to understand and easy to use, making it a valuable tool for any business.

Learning about the BCG Matrix is a great place to start if you’re looking to improve your business or just starting out. It can help you better understand your industry and give you ideas for expanding and growing your company.

The BCG Matrix is a powerful tool, and it’s one that every business should learn how to use. Take some time to learn about it, and see how you can put it to use in your own business. You won’t regret it.

About the Author

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The editorial team at Dhandho Karo, led by startup veteran Suraj Kr. Prakash is a group of experts in entrepreneurship. We're dedicated to delivering well-researched, comprehensive content that guides aspiring entrepreneurs and startup founders from ideation to scaling.

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