![]() ![]() Normally this is calculated on the basis of market share compared to that of the largest competitor. For each SBU or product determine relative market share.Normally, growth rates of 10 per cent or more are considered ‘high’. According to this growth rate, next determine the extent to which the growth rate is ‘high’ or ‘low’.For each strategic business unit (SBU) or product determine annual growth rate in the market.The completion of the matrix is straightforward. The essentials of BCG’s growth/share matrix. Building on previous work and evidence relating to the experience curve effect BCG developed a simple, but potentially powerful, framework for analysing an organization’s business with a view to providing strategic guidelines. ![]() In the mid 1960s the Boston Consulting Group (BCG) was founded to provide advice to strategic marketing planners. ![]()
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