# BCG Growth-Share Matrix — Example

## Scenario: EdTech Company Product Portfolio Review

A mid-size EdTech company with 5 product lines reviews its portfolio annually using the BCG matrix to decide where to invest, harvest, or cut.

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## draw.io XML

Paste into draw.io → **Extras → Edit Diagram**

```xml
<mxGraphModel>
  <root>
    <mxCell id="0"/>
    <mxCell id="1" parent="0"/>
    <!-- Title -->
    <mxCell id="2" value="BCG Growth-Share Matrix — EdTech Product Portfolio" style="text;html=1;strokeColor=none;fillColor=none;align=center;fontSize=15;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="10" y="10" width="700" height="36" as="geometry"/>
    </mxCell>
    <!-- Y-axis label -->
    <mxCell id="3" value="Market Growth Rate ▲" style="text;html=1;strokeColor=none;fillColor=none;align=center;rotation=-90;fontSize=12;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="-30" y="300" width="160" height="20" as="geometry"/>
    </mxCell>
    <!-- X-axis label -->
    <mxCell id="4" value="◀ Relative Market Share ▶" style="text;html=1;strokeColor=none;fillColor=none;align=center;fontSize=12;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="150" y="590" width="400" height="20" as="geometry"/>
    </mxCell>
    <!-- High label -->
    <mxCell id="5" value="High" style="text;html=1;strokeColor=none;fillColor=none;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="20" y="70" width="40" height="20" as="geometry"/>
    </mxCell>
    <!-- Low label -->
    <mxCell id="6" value="Low" style="text;html=1;strokeColor=none;fillColor=none;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="20" y="555" width="40" height="20" as="geometry"/>
    </mxCell>
    <!-- High share label -->
    <mxCell id="7" value="High" style="text;html=1;strokeColor=none;fillColor=none;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="160" y="620" width="40" height="20" as="geometry"/>
    </mxCell>
    <!-- Low share label -->
    <mxCell id="8" value="Low" style="text;html=1;strokeColor=none;fillColor=none;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="520" y="620" width="40" height="20" as="geometry"/>
    </mxCell>
    <!-- STAR quadrant (top-left) -->
    <mxCell id="10" value="⭐ STAR" style="rounded=1;fillColor=#FFF9C4;strokeColor=#F9A825;fontSize=13;fontStyle=1;verticalAlign=top;" vertex="1" parent="1">
      <mxGeometry x="60" y="60" width="270" height="260" as="geometry"/>
    </mxCell>
    <!-- QUESTION MARK quadrant (top-right) -->
    <mxCell id="20" value="❓ QUESTION MARK" style="rounded=1;fillColor=#E3F2FD;strokeColor=#1565C0;fontSize=13;fontStyle=1;verticalAlign=top;" vertex="1" parent="1">
      <mxGeometry x="340" y="60" width="270" height="260" as="geometry"/>
    </mxCell>
    <!-- CASH COW quadrant (bottom-left) -->
    <mxCell id="30" value="🐄 CASH COW" style="rounded=1;fillColor=#E8F5E9;strokeColor=#2E7D32;fontSize=13;fontStyle=1;verticalAlign=top;" vertex="1" parent="1">
      <mxGeometry x="60" y="330" width="270" height="240" as="geometry"/>
    </mxCell>
    <!-- DOG quadrant (bottom-right) -->
    <mxCell id="40" value="🐕 DOG" style="rounded=1;fillColor=#FFEBEE;strokeColor=#c62828;fontSize=13;fontStyle=1;verticalAlign=top;" vertex="1" parent="1">
      <mxGeometry x="340" y="330" width="270" height="240" as="geometry"/>
    </mxCell>
    <!-- Product: AI Tutoring (Star) -->
    <mxCell id="50" value="🔵 AI Tutoring&#xa;Growth: 45%&#xa;Share: 28%" style="ellipse;fillColor=#1565C0;strokeColor=#0D47A1;fontColor=#ffffff;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="140" y="130" width="110" height="70" as="geometry"/>
    </mxCell>
    <!-- Product: Live Classes (Cash Cow) -->
    <mxCell id="51" value="🟢 Live Classes&#xa;Growth: 8%&#xa;Share: 42%" style="ellipse;fillColor=#2E7D32;strokeColor=#1B5E20;fontColor=#ffffff;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="120" y="390" width="110" height="70" as="geometry"/>
    </mxCell>
    <!-- Product: Mobile App (Question Mark) -->
    <mxCell id="52" value="🟡 Mobile App&#xa;Growth: 52%&#xa;Share: 8%" style="ellipse;fillColor=#F57F17;strokeColor=#E65100;fontColor=#ffffff;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="420" y="100" width="110" height="70" as="geometry"/>
    </mxCell>
    <!-- Product: Print Workbooks (Dog) -->
    <mxCell id="53" value="🔴 Print Books&#xa;Growth: -5%&#xa;Share: 6%" style="ellipse;fillColor=#c62828;strokeColor=#b71c1c;fontColor=#ffffff;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="420" y="390" width="110" height="70" as="geometry"/>
    </mxCell>
    <!-- Product: Corporate Training (Star-leaning) -->
    <mxCell id="54" value="🔵 Corp Training&#xa;Growth: 30%&#xa;Share: 22%" style="ellipse;fillColor=#6A1B9A;strokeColor=#4A148C;fontColor=#ffffff;fontSize=11;fontStyle=1;" vertex="1" parent="1">
      <mxGeometry x="100" y="210" width="110" height="70" as="geometry"/>
    </mxCell>
    <!-- Dividing lines -->
    <mxCell id="60" value="" style="line;strokeColor=#666666;strokeWidth=2;" vertex="1" parent="1">
      <mxGeometry x="60" y="320" width="550" height="10" as="geometry"/>
    </mxCell>
    <mxCell id="61" value="" style="line;strokeColor=#666666;strokeWidth=2;direction=south;" vertex="1" parent="1">
      <mxGeometry x="325" y="60" width="10" height="510" as="geometry"/>
    </mxCell>
    <!-- Action callouts -->
    <mxCell id="70" value="→ Invest to scale" style="callout;fillColor=#FFF9C4;strokeColor=#F9A825;fontSize=10;" vertex="1" parent="1">
      <mxGeometry x="70" y="240" width="100" height="30" as="geometry"/>
    </mxCell>
    <mxCell id="71" value="→ Harvest cash" style="callout;fillColor=#E8F5E9;strokeColor=#2E7D32;fontSize=10;" vertex="1" parent="1">
      <mxGeometry x="70" y="460" width="100" height="30" as="geometry"/>
    </mxCell>
    <mxCell id="72" value="→ Decide: invest or kill" style="callout;fillColor=#E3F2FD;strokeColor=#1565C0;fontSize=10;" vertex="1" parent="1">
      <mxGeometry x="350" y="180" width="130" height="30" as="geometry"/>
    </mxCell>
    <mxCell id="73" value="→ Divest" style="callout;fillColor=#FFEBEE;strokeColor=#c62828;fontSize=10;" vertex="1" parent="1">
      <mxGeometry x="400" y="460" width="80" height="30" as="geometry"/>
    </mxCell>
  </root>
</mxGraphModel>
```

---

## Portfolio Decision Guide

| Product | Quadrant | Growth | Share | Recommended Action |
|---------|----------|--------|-------|--------------------|
| AI Tutoring | ⭐ Star | 45% | 28% | Invest — scale aggressively |
| Corp Training | ⭐ Star | 30% | 22% | Invest — expand enterprise sales |
| Live Classes | 🐄 Cash Cow | 8% | 42% | Harvest — fund Stars with margin |
| Mobile App | ❓ Question Mark | 52% | 8% | Decision point — commit or cut |
| Print Workbooks | 🐕 Dog | –5% | 6% | Divest — redeploy resources |

## Key Insight for Leaders

The **Cash Cow (Live Classes)** funds the **Stars (AI Tutoring, Corp Training)**. The **Question Mark (Mobile App)** is the highest-stakes decision — high growth market but low share. The strategic question: "Do we have the capability and capital to win the mobile market in 18 months?" If yes, invest. If not, cut and redeploy.