BCG Matrix Vs. Ansoff Matrix

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Both matrices help organizations assess how to build their product portfolio. The BCG Matrix focuses on creating a success sequence, where new products can be turned into stars (high growth and high market shares products) and cash cows in the longer term (high market shares, low margin industries). The Ansoff matrix assesses how to build a product portfolio based on whether to work on existing/new products or existing/new markets.

AspectBCG MatrixAnsoff Matrix
DefinitionThe BCG (Boston Consulting Group) Matrix, also known as the Growth-Share Matrix, is a strategic tool used to analyze a company’s product portfolio based on market growth rate and market share.The Ansoff Matrix, developed by Igor Ansoff, is a strategic framework that helps businesses determine their growth strategies by focusing on products and markets.
Purpose– Classifies products into four categories: Stars, Question Marks (Problem Children), Cash Cows, and Dogs. – Guides resource allocation and strategic decision-making.– Identifies four growth strategies: Market Penetration, Market Development, Product Development, and Diversification. – Guides expansion and growth planning.
Focus– Focuses on market growth rate and relative market share. – Measures a product’s position in the market.– Focuses on products and markets. – Evaluates potential growth opportunities.
Analysis Criteria– Based on the relative market share (low or high) and market growth rate (low or high) of a product.– Based on the company’s existing products and new or existing markets.
Product Categories– Stars: High market share in a high-growth market. – Question Marks: Low market share in a high-growth market. – Cash Cows: High market share in a low-growth market. – Dogs: Low market share in a low-growth market.– Market Penetration: Selling more of the company’s existing products to its current market. – Market Development: Entering new markets with existing products. – Product Development: Introducing new products to existing markets. – Diversification: Entering new markets with new products.
Strategic Implications– Stars: Invest for growth to maintain or increase market share. – Question Marks: Decide whether to invest for growth or divest. – Cash Cows: Generate cash for other investments. – Dogs: Consider divestiture or liquidation.– Market Penetration: Focuses on increasing market share within the current market segment. – Market Development: Targets new markets or customer segments. – Product Development: Concentrates on developing new products for existing markets. – Diversification: Involves entry into entirely new markets with new products.
Risk Level– Stars: High risk due to the need for significant investments and uncertain outcomes. – Question Marks: High risk, as they can either become Stars or Dogs. – Cash Cows: Low risk, given their stable market position. – Dogs: Low risk, but with limited growth potential.– Market Penetration: Relatively low risk, as it involves expanding within known markets. – Market Development: Moderate risk, as it requires entering unfamiliar markets. – Product Development: Moderate risk, associated with introducing new products. – Diversification: High risk, as it involves both new products and markets.
Examples– Stars: Apple iPhone when first introduced. – Question Marks: New, innovative tech gadgets. – Cash Cows: Microsoft Windows. – Dogs: Outdated technology.– Market Penetration: Coca-Cola expanding its market by increasing advertising. – Market Development: Apple entering the Chinese market. – Product Development: Apple introducing the iPad. – Diversification: Google entering the smartphone market with Android.
Resource Allocation– Resources are allocated according to a product’s category. – Stars receive substantial investments, while Dogs may face divestment.– Resources are allocated based on the chosen strategy. – Market Penetration may require increased marketing spend, while Diversification demands substantial research and development investment.
Market Knowledge– Requires an understanding of the market growth rate and market share. – Focuses on a product’s current position in the market.– Demands knowledge of customer needs and preferences in both existing and new markets. – Requires awareness of technological developments for product innovation.

BCG Matrix

bcg-matrix
In the 1970s, Bruce D. Henderson, founder of the Boston Consulting Group, came up with The Product Portfolio (aka BCG Matrix, or Growth-share Matrix), which would look at a successful business product portfolio based on potential growth and market shares. It divided products into four categories: cash cows, pets (dogs), question marks, and stars.
bcg-matrix-success-sequence

Ansoff Matrix

ansoff-matrix
You can use the Ansoff Matrix as a strategic framework to understand what growth strategy is more suited based on the market context. Developed by mathematician and business manager Igor Ansoff, it assumes a growth strategy can be derived by whether the market is new or existing, and the product is new or existing.

Similarities between BCG Matrix and Ansoff Matrix:

  • Product Portfolio Management: Both matrices help organizations in managing and building their product portfolios effectively.
  • Strategic Decision-making: They aid in making strategic decisions regarding product development and market expansion.
  • Growth Strategies: Both frameworks offer insights into growth strategies for businesses.
  • Market Consideration: They both take market factors into account when formulating growth strategies.

Differences between BCG Matrix and Ansoff Matrix:

Focus:

  • BCG Matrix focuses on analyzing a product portfolio’s potential growth and market shares, categorizing products into four groups: cash cows, pets, question marks, and stars.
  • Ansoff Matrix assesses growth strategies based on whether to work on existing or new products and existing or new markets.

Creators:

  • BCG Matrix was introduced by Bruce D. Henderson, founder of the Boston Consulting Group.
  • Ansoff Matrix was developed by Igor Ansoff, a mathematician and business manager.

Time of Development

  • BCG Matrix was developed in the 1970s.
  • Ansoff Matrix’s development period is not explicitly mentioned in the provided text.

Product Portfolio Approach:

  • BCG Matrix categorizes products based on their growth potential and market share, focusing on the product’s life cycle.
  • Ansoff Matrix considers whether a company should focus on market penetration, market development, product development, or diversification.

Number of Categories:

  • BCG Matrix divides products into four categories: cash cows, pets, question marks, and stars.
  • Ansoff Matrix classifies growth strategies into four approaches: market penetration, market development, product development, and diversification.

Product Lifecycle vs. Market and Product Considerations:

  • BCG Matrix uses the product lifecycle to determine the stage of products and their potential growth.
  • Ansoff Matrix considers both market factors (existing/new markets) and product factors (existing/new products) when deciding growth strategies.

Application:

  • BCG Matrix is primarily used for assessing the success sequence of products and their potential profitability.
  • Ansoff Matrix is used to determine the most suitable growth strategy based on the market context, including new market opportunities and product development.

BCG Matrix Examples:

  • Cash Cows:
    • Microsoft Windows: Despite the rise of other operating systems, Windows still holds a significant market share and brings in steady revenue.
    • Coca-Cola: Established market presence and steady sales make it a cash cow.
  • Dogs (or Pets):
    • Blackberry: Once a leader in smartphones, it eventually lost significant market share and growth potential.
    • iPod: With the rise of smartphones, dedicated music devices like iPods have seen a decline.
  • Question Marks:
    • Virtual Reality Headsets: They are potentially a big market, but currently, it’s uncertain how dominant they’ll become.
    • Electric Cars (a few years ago): They had potential, but it was uncertain how quickly they would be adopted.
  • Stars:
    • iPhone: After its launch, it quickly gained market share and had high growth potential.
    • Streaming Services like Netflix: Rapidly growing user base and significant market share.

Ansoff Matrix Examples:

  • Market Penetration (existing products, existing markets):
    • Coca-Cola introducing a new flavor or packaging in an existing market.
    • Samsung releasing a new version of its existing smartphone in its established markets.
  • Market Development (existing products, new markets):
    • Spotify launching its music streaming service in new countries.
    • McDonald’s opening stores in countries where they previously didn’t operate.
  • Product Development (new products, existing markets):
    • Apple introducing the Apple Watch to its existing customer base.
    • Nike introducing a new line of sportswear or shoes to its existing market.
  • Diversification (new products, new markets):
    • Virgin Group moving from music production to airlines, and then to trains and telecommunications.
    • Elon Musk’s Tesla branching out from cars to home energy storage solutions.

Key Highlights

  • BCG Matrix:
    • Developed by Bruce D. Henderson of the Boston Consulting Group in the 1970s.
    • Categorizes products based on potential growth and market shares.
    • Divides products into: cash cows, pets (dogs), question marks, and stars.
    • Focuses on the product lifecycle to analyze success potential.
  • Ansoff Matrix:
    • Created by Igor Ansoff, a mathematician and business manager.
    • Assesses growth strategies considering existing/new products and existing/new markets.
    • Classifies growth approaches as: market penetration, market development, product development, and diversification.
    • Determines growth strategy based on market context.
  • Similarities:
    • Both are tools for product portfolio management.
    • Aid in strategic decision-making and growth strategies.
    • Consider market factors in their analyses.
  • Differences:
    • BCG focuses on product growth potential and market share.
    • Ansoff focuses on market and product combinations for growth.
    • BCG uses product lifecycle, while Ansoff considers market and product newness/existing status.
    • BCG has four product categories; Ansoff has four growth strategies.
  • Application:
    • BCG helps in analyzing product profitability and lifecycle stage.
    • Ansoff helps in determining the best growth strategy based on market and product conditions.

Read Next: BCG Matrix, Ansoff Matrix.

Related Strategy Concepts: Go-To-Market Strategy, Marketing Strategy, Business Models, Tech Business Models, Jobs-To-Be Done, Design Thinking, Lean Startup Canvas, Value Chain, Value Proposition Canvas, Balanced Scorecard, Business Model Canvas, SWOT Analysis, Growth Hacking, Bundling, Unbundling, Bootstrapping, Venture Capital, Porter’s Five Forces, Porter’s Generic Strategies.

More Strategy Tools: Porter’s Five Forces, PESTEL Analysis, SWOT, Porter’s Diamond Model, Ansoff, Technology Adoption Curve, TOWS, SOAR, Balanced Scorecard, OKR, Agile Methodology, Value Proposition, VTDF Framework.

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ADKAR Model

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Ansoff Matrix

ansoff-matrix
You can use the Ansoff Matrix as a strategic framework to understand what growth strategy is more suited based on the market context. Developed by mathematician and business manager Igor Ansoff, it assumes a growth strategy can be derived from whether the market is new or existing, and whether the product is new or existing.

Business Model Canvas

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Lean Startup Canvas

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Blue Ocean Strategy

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BCG Matrix

bcg-matrix
In the 1970s, Bruce D. Henderson, founder of the Boston Consulting Group, came up with The Product Portfolio (aka BCG Matrix, or Growth-share Matrix), which would look at a successful business product portfolio based on potential growth and market shares. It divided products into four main categories: cash cows, pets (dogs), question marks, and stars.

Balanced Scorecard

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Blue Ocean Strategy 

blue-ocean-strategy
A blue ocean is a strategy where the boundaries of existing markets are redefined, and new uncontested markets are created. At its core, there is value innovation, for which uncontested markets are created, where competition is made irrelevant. And the cost-value trade-off is broken. Thus, companies following a blue ocean strategy offer much more value at a lower cost for the end customers.

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Porter’s Diamond Model

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SWOT Analysis

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A SWOT Analysis is a framework used for evaluating the business‘s Strengths, Weaknesses, Opportunities, and Threats. It can aid in identifying the problematic areas of your business so that you can maximize your opportunities. It will also alert you to the challenges your organization might face in the future.

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SWOT Analysis

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A SWOT Analysis is a framework used for evaluating the business’s Strengths, Weaknesses, Opportunities, and Threats. It can aid in identifying the problematic areas of your business so that you can maximize your opportunities. It will also alert you to the challenges your organization might face in the future.

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