✏️ How to draw a BCG matrix
- Draw a 2×2 grid
- Label the x-axis: Market share (high on left, low on right)
- Label the y-axis: Market growth (high on top, low on bottom)
- Label the four quadrants: Stars (top-left), Question Marks (top-right), Cash Cows (bottom-left), Dogs (bottom-right)
- Place each product in the correct quadrant based on the case study data
Common mistake: Getting the axes wrong! Market share is horizontal, market growth is vertical. High share is on the LEFT.
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🏆 What examiners look for
BCG construction questions are typically worth 4 marks.
- [2 marks] Correctly labelled matrix (axes and quadrant names)
- [1 mark] First product correctly classified
- [1 mark] Second product correctly classified
You MUST use the data from the case study to justify your classification. Don't just guess — explain why each product belongs in its quadrant.
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💡 Using BCG for recommendations
- Star products → recommend continued investment and marketing support
- Cash cows → recommend maintaining current approach, use profits to fund growth
- Question marks → recommend careful evaluation — invest if potential is high, divest if not
- Dogs → recommend discontinuing or repositioning unless there's a strategic reason to keep them
Exam tip: In 10-mark questions, use BCG classifications to support your recommendation — 'Product X is a Star and should receive priority investment...'