The Boston Consulting Group (BCG) matrix helps companies evaluate each of its strategic business units based on two factors:
the SBU’s market growth rate (i.e., how fast the unit is growing compared to the industry in which it competes)
the SBU’s relative market share (i.e., how the unit’s share of the market compares to the market share of its competitors).
Using the BCG matrix, managers can categorize their SBUs (products) into one of four categories, as shown in Figure