The Boston Consulting Group approach is the most well-known method of analysis.
In this method, the company’s businesses are defined according to a growth-share matrix In addition to analyzing current businesses, companies must focus on profitable growth through finding businesses and products the company should move into in the future. Marketing is the function that identifies, evaluates and selects market opportunities, and devolops strategies for going after them . A way of doing this is through the product/market expansion grid, shown in Figure