The basic idea behind this matrix is that all companies should have a portfolio of products or business units based on the product life cycle or the combination of current market share and growth rates. The graphic below provides an overview of the original BCG matrix. Ideally, value chain projects should start from the customer or market and move backward to configure the entire industry to serve and even anticipate the needs of chosen market segments.Ī useful first step towards understanding customer needs is the integration of the Boston Consulting Group (BCG) matrix with data from the ITC’s Trademap database. Identifying the best market segments for a particular value chain is challenging, yet an absolutely critical step in formulating a competitiveness strategy.
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