The BCG Matrix looks at two variables, if you will, aimed at helping decision makers understand how a manufacturer’s or a retailer’s particular position with a product or product category fits into the market. In its original context, it is aimed at manufacturers, but marketers have adopted the BCG as a way to think about allocations not just for products manufactured but also for products retailed. Unfortunately, many small businesses use “gut feelings” or simple sell-through rates to make marketing investment decisions, potentially missing out of on stellar opportunities.īruce Doolin Henderson, the one-time president and CEO of BCG, developed a two-dimensional grid to help companies decide how to allocate resources to various product lines. Online retailers, particularly those with a number of product or product lines, daily make decisions about which products to promote, and which items don’t get advertising or marketing investments. Designed to analyze product lines, the Boston Consulting Group (BCG) Matrix or growth-share matrix can help ecommerce business owners and marketers decide which products or product categories will likely generate the best return on investment from marketing and promotion.
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