The
Growth Share Matrix is a strategic planning tool, developed
by Boston Consulting Group, measuring the firm's relative
market share in relationship to its average competitor,
the market growth rate and specific product volume.
This tool can be used for the entire product mix, product
line or individual product.
The
Growth Share Matrix can determine proper utility of
funds concerning product awareness and name brand identity,
product segmentation features, product improvement and
maintenance, and product reinvention in the marketing
mix.
