Advantages –
- it is easy to use
- it is quantifiable
- it draws attention to the cash flows
- it draws attention to the investment needs
Limitations –
- it is too simplistic
- link between market share and profitability is not strong
- growth rate is only one aspect of industry attractiveness
- it is not always clear how markets should be defined
- market share is considered as the only aspect of overall competitive position
- many products or business units fall right in the middle of the matrix, and cannot easily be classified.
BCG matrix is thus a snapshot of an organization at a given point of time and does not reflect businesses growing over time.
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