![]() ![]() On the vertical axis on the matrix (one of the two dimensions used) is market growth rate percentage. Needs to Fit Neatly into a Clear QuadrantīCG Limitation 1: The Market Attractiveness Metric is Too Simplistic. ![]() The Matrix is NOT Designed to Plot Individual Products or Brands.Market Growth Rate Depends upon the Market Definition.Underlying Assumption that Firms Could Develop a Cost Leadership Position.Designed as a Portfolio Investment Tool for Large Conglomerates.It Assumes that Cash Cows are “Protected”.There is Only Ever ONE Star or Cash Cow in Any Market.Market Attractiveness is Too Simplistic.You can review the below article, or alternatively you can review the summary video. Therefore, due to the combination of the age of the model, its initial design and intent, and its modification of usage over time – the BCG matrix has many limitations in practical use, as will be outlined below. ![]()
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