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Bcg matrix amc8/5/2023 The BCG Matrix is a basic grid with one axis representing Market Growth Rate and the other representing Relative Market Share. It is also frequently covered in marketing strategy courses, either as part of the internal analysis section or as a standalone chapter on portfolio grids. It is a popular marketing model found in many marketing textbooks, notably in the chapter on marketing strategy. The Boston Consulting Group matrix is sometimes referred to as the development matrix, the BCG matrix, and the BCG model. It is a portfolio matrix application for larger firms to map, compare, and assess their existing business divisions (strategic business units) or product groups. The Boston Consulting Group created the BCG matrix in 1968.
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