BCG Matrix - Use More Criteria for Assessing Market Attractiveness!
Botond Szalma, Netherlands, Member
I agree that the BCG matrix is simplistic in it's given form. However, the models' improved version, the so called GE model
, or MABA, can give a very good insight about a product's internal as well as external standing. The criteria should focus on qualitative indicators instead of only quantitative ones like market. Share and growth. You as a strategist or researcher must assign the criteria that you think fit best to determine the product's market attractiveness
, of course from the perspective of the company after careful consideration of the company's internal strengths and weaknesses. Executing this approach is realistic, and can be a good and realistic basis for decision making...