Map your portfolio to spot cash generators versus growth bets. Use the classic growth‑share lens to decide where to invest, hold, harvest, or exit.
In the BCG matrix, a ‘Star’ is defined by ______.
high growth and low absolute revenue
high market growth and high relative market share
low growth and high relative market share
low growth and low relative market share
Relative market share in BCG mapping is typically calculated against ______.
weighted average price index
total category revenue
the largest competitor’s share
last year’s own share
A ‘Cash Cow’ usually warrants which default strategy?
divest immediately regardless of margin
hold and harvest while defending share efficiently
aggressively build at any cost
pause all investment until growth returns
‘Question Marks’ (or ‘Problem Children’) call for ______.
selective investment tests to earn leadership or quick exit
brand name changes without investment
automatic conversion to Cash Cows over time
heavy harvest tactics despite low share
On the BCG matrix, the vertical axis represents ______.
brand awareness score
market growth rate
media share of voice
gross margin percentage
A common pitfall in BCG mapping is ______.
mapping brands only once per year
using absolute sales instead of any share metric
including margin in the axes definition
defining the market too narrowly or broadly, distorting share and growth
When a Star category matures, a successful brand most often transitions to ______.
a new axis outside the matrix
Question Mark status
Dog status
Cash Cow status
In portfolio reviews, pairing BCG with profitability by brand helps avoid ______.
tracking share against competitors
over‑funding high‑growth but chronically unprofitable bets
detecting market growth changes
identifying underfunded Stars
A ‘Dog’ typically suggests which action if no strategic role exists?
rename the product while keeping spend constant
double the marketing budget
brand expansion into premium tiers first
orderly divestment or retirement
BCG’s horizontal axis uses ______ to indicate competitive strength.
gross rating points
share of voice
relative market share (your share divided by the leader’s)
household penetration
Starter
Good start—keep practicing the fundamentals of this topic.
Solid
You’re on track—tighten edge cases and apply the rules in live work.
Expert!
Outstanding—your brand strategy instincts are sharp and consistent.
