The relevance of the growth-share matrix has evolved, and now, it has to be implemented more swiftly and with a greater emphasis on strategic experimentation to allow adaptation to a more volatile corporate environment.The matrix is not a prediction tool but a tool for making decisions and, thus, may not always account for all the variables that a company will eventually have to deal with.The matrix displays two aspects that firms should take into account when determining where to invest: Firm competitiveness and Market attractiveness.Cash cows: High Market Share, Low Growth.Question marks: Low Market Share, High Growth.Each quadrant has a different symbol that denotes a different level of profitability depending on the market share and growth: The BCG matrix assigns a two-by-two matrix classification to a company's goods and/or services.It is also known as the product portfolio matrix. The BCG Growth-Share Matrix is a business planning tool used to assess the strategic position of a company's brand portfolio.
