For instance, if you run a neighborhood lemonade stand that sells 200 glasses of lemonade each summer, and there are two other competing lemonade stands that sell 50 glasses and 150 glasses, respectively, then you have 50 percent market share. Market share is the percentage of a market (defined in terms of units sold or revenue) accounted for by a specific product or entity. The BCG matrix considers two different aspects of a business unit or product: The company not only needs to complete a situation analysis for each business, but also needs to determine which businesses warrant focus and investment. The BCG matrix (sometimes called the Growth-Share matrix) was created in 1970 by Bruce Henderson and the Boston Consulting Group to help companies with many businesses or products determine their investment priorities.
When a company has many different products or even many different lines of business, strategy becomes more complex.
