• Created to better achieve Business Goals
• To evaluate if it is worth to invest in a product or not
• identify their product/market combinations and analyze their respective market positions
• simple, easy to understand and provided a holistic overview of the product portfolio
• 4 quadrants:
  • Market Growth / Market Share:
    • LOW Market Growth / LOW Market Share: “DOG” Divest
    • LOW Market Growth / HIGH Market Share: “CASH COW” Harvest and Protect
    • HIGH Market Growth / LOW Market Share: “?” Validate
    • HIGH Market Growth / HIGH Market Share: “STAR” Invest and Grow
  • Dots located in the Map, representing products