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Boston Consulting Group (BCG) matrix

The Boston Consulting Group (BCG) matrix is a visual marketing management tool used to analyse a firm’s product portfolio. For example, Apple’s product portfolio (which gives it a range of revenue streams) include: the iPhone, iPad, iPod, iTunes, Apple Watch, MacBook laptops and computer accessories. Some products (such as the iPhone) earn Apple a huge amount of sales revenue, whereas other products in its portfolio...

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