Boston matrix template

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Boston matrix template

This Boston matrix template will help you decide where you will put effort and resources based on the analysis of an organization’s portfolio of products, services, or business units.

The products, services, and business units from a business portfolio are classified into four categories:

Stars

They are in a high-growth market and have a high market share and growth rate. They need to invest in them continually.

Cash cows

They are in a low growth market and maintain a significant market share. They do not need a big investment to be sustained.

Dogs

They are in a low growth market and have a low market share. They will not return the money invested and can bring you losses.

Wild cats

They are in a high growth market and have a low market share. They require significant investment to reach their potential, but sometimes they can fail.

Also, you will have to think about the actions you need to take to balance the matrix.

Analysis

Controlling Wildcats

Wildcats need continual attention, to ensure that they turn into Stars, or are revised before losses mount up.

The issues that make Wildcats risky must be stabilized.

How will you control Wildcats?

Type in an idea.

Discontinuing Dogs

It may be better to divert resources away from Dogs into other areas with more growth potential, by either selling or discontinuing them.

But if they need more investment, then they should be made to compete with other investment opportunities.

What will you do with Dogs?

Type in an idea.

Protecting Cash Cows

Cash Cows generate profit and allow you to take chances on Wildcats. It is important to maintain these Cash Cows for as long as they are profitable.

Eventually, they will migrate to Dogs and will start to cost money and opportunities.

How will you protect Cash Cows?

Type in an idea.

Investing in Stars

When the market for your Star products or services levels off, you need to ensure that you maintain a strong market share so that you can continue to make a return on investment.

How will Stars become Cash Cows?

Type in an idea.

Balancing the matrix

Action

Typical lifecycles are:

• Wildcat > Star > Cash Cow > Dog
• Wildcat > Star > Dog

Do you have enough Wildcats, Stars and Cash Cows?

What action do you need to take to balance the matrix? Type in an idea.

Organisation Name

Whose portfolio are you analyzing?


Type in the name of the organization whose portfolio you are analyzing.

Dogs

Dog

Dogs are products, services or business units that:

• Are in a low growth market
• Have a low market share
• May break even or make a slight loss
• Are unlikely to return further investment

Type in a Dog product, service or business unit.

Wildcats

Wildcat

Wildcats are products, services or business units that:

• Are in a high-growth market
• Have a low market share
• Require significant investment to reach that potential
• Could also fail and achieve nothing

Type in a Wildcat product, service or business unit.

Cash Cows

Cash Cow

Cash Cows are products, services, and business units that:

• Are in a low growth market
• Are mature, successful and stable
• Maintain a significant market share
• Can be sustained without a big investment

Type in a Cash Cow product, service or business unit.

Stars

Star

Stars are products, services or business units that:

• Are in a high-growth market
• Have a high market share
• Need continual investment to maintain market share

Type in a Star product, service or business unit.