# Portfolio analysis - Boston Matrix

Source: https://projectalevel.co.uk/business_studies/marketing/portfolio_analysis_boston_matrix

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A product portfolio is used to examine all the products held by a firm to identify strengths and potential. An example of a product portfolio analysis is the Boston Matrix. The Boston Matrix is made up of a grid with 4 boxes in it as shown below:

| stars | problem children |
| --- | --- |
| cash cows | dogs |

- Products in the top left box are known as stars and have high market share of a high growth market.
- Products in the top right box are known as problem children and have low market share of a high growth market.
- Products in the bottom left box are known as cash cows and have high market share of a low growth market.
- Products in the bottom right box are known as dogs and have low market share of a low growth market.