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BCG MATRIX was developed by one of the biggest American consulting companies (Boston Consulting Group) for the purpose of determining the basic approach for managing the products portfolio. The matrix consists of two basic parameters by means of which the product analysis is carried out. These are relative (compared to the competitors) market share and market growth. Each matrix cell has its nominal name: "dogs" (products with small share and slow tempo of market growth), "milk cows" (products with big market share, but slow tempo of development), "difficult children" (are characterized by small market share and fast tempo of development), "stars" (products with big market share in intensively growing markets). The Marketing Technologies Bureau carries out the situation analysis, characterizes the product range of the company and potential of its development. Thus you receive a complex vision of the situation that helps to determine your place in the market and to plan your further activities correctly. |
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