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"Boston Matrix Template"

This Boston Matrix template allows you to record your relative market share and growth for each of your products and services helping you to identify the strengths and weaknesses of your portfolio. When using this matrix take into account current market conditions as these can have significant implications for which quadrant you put a product in.

The Boston Matrix was developed in 1970. It is used to understand and determine the growth or lack of growth of a product. While the Boston Matrix can be a useful tool for analysis, it is also a technique that is highly criticized throughout the marketing community.

What is the Boston Matrix?
The Boston Matrix uses a four-celled matrix made up of "Stars", "Cash Cows", "Questions Marks", and "Dogs" that sit on two axes: "Market Growth" and "Market Share". Market shares and growth rates of a business product or service are then plotted onto this matrix.

s the Boston Matrix a technique you should use?
Although the Boston Matrix has been a valuable tool for marketers for the last 43 years, it recently is losing steam throughout the education community. Some modern curriculums have decided to discontinue education of students to this technique because of its limitations. If used correctly this can be an effective analysis tool. You must be aware of its limitations before putting this technique to use. Do your research before deciding if this is the best tool for you. There are numerous resources available including our free eBook that will give you even more insight into this technique.

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