Strategy

BCG Matrix

Growth-share quadrants: stars, cows, dogs, question marks

Best for: managing a product portfolio
Time: 30–60 min
Difficulty: Beginner

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The BCG growth-share matrix: market growth on the vertical axis, relative market share on the horizontal.

Example

Managing our 4-product portfolio next year

Stars (high share · high growth)

AI Assistant — invest aggressively

Question Marks (low share · high growth)

Mobile app — double down or kill

Cash Cows (high share · low growth)

Pro subscription — milk for cash

Dogs (low share · low growth)

Legacy desktop — divest by Q3

BCG Matrix applied to real companies

All examples →

Alphabet

Alphabet BCG Matrix 2026 (Before the Q2 Earnings)

A worked BCG Growth-Share Matrix of Alphabet's portfolio going into its July 22, 2026 Q2 earnings — Search as the Cash Cow under AI siege, Google Cloud as the Star, Waymo and consumer Gemini as Question Marks, and what the $180–190B capex must prove.

SpaceX

SpaceX BCG Matrix Analysis 2026 (Post-IPO Portfolio)

A worked BCG Growth-Share Matrix of SpaceX's business segments after its June 2026 IPO — Starlink as the Star, Falcon 9 launch as the Cash Cow, Starship as the Question Mark, and what the near-empty Dogs quadrant reveals.

Barcelona

FC Barcelona BCG Matrix: the economic levers gamble

A BCG Matrix analysis of FC Barcelona — how a club with elite assets but a broken cash engine sold its Question Marks and mortgaged its Cash Cow to survive, and bet the rebuilt Camp Nou rebuilds it.

Nvidia

Nvidia BCG Matrix Analysis 2026

A worked BCG Growth-Share Matrix of Nvidia's product portfolio in 2026 — Data Center as the dominant Star, Gaming as the Cash Cow, Automotive and Networking as Question Marks, and what the Dogs quadrant reveals about discipline.