What is the Boston Matrix?
This is a free book by BookBoon.
This eBook describes the Boston Matrix, an approach to product portfolio planning based on relative market share and market growth.
You will learn:
- How the Boston Matrix can be integrated with other strategic planning tools
- Why this tool is so controversial and why it has been removed from many marketing courses
- How to categorize your products depending on their relative market share and market growth
- Why it can be dangerous to use this tool at brand level
- How it can be used to help ensure a balanced portfolio of products and services