BCG Matrix
Shows the role of each product in the portfolio and what to do with it (invest, milk, decide, or cut).
What you find on this screen
A portrait of the screen, read from the screen itself — it changes when the screen changes.
Available actions
AddGenerate automatically from the data
Form fields
Crescimento ao anoCrescimento anual do produto ou linha, usado como eixo vertical da matriz BCG.
Participação na receitaParticipação do produto ou linha na receita, usada como eixo horizontal da matriz BCG.
Quadrante BCGClassificação do produto em estrela, ponto de interrogação, vaca leiteira ou abacaxi.
Start here
Para que esta tela existe
Classifies products/lines by growth × share: Star, Cash Cow, Question Mark or Dog. — this is the role of the "BCG Matrix" screen within the platform.
How to
Gerar automático dos dados
The "Generate automatically from data" button builds the BCG from recurring revenue by product group — no typing. Mind the side effect stated on the button itself: it REPLACES the current items of the matrix. Use it when you want to start from the real picture of the base and then adjust manually in the "Edit products" table; if you have already polished numbers by hand, only generate again if you accept losing those adjustments.
Crescimento e participação: o que cada eixo mede
Growth (% p.a.) is how much that product or line grows per year — the axis that says whether its market is hot. Share of revenue (%) is the slice it represents of your revenue — the measure of relative strength. The BCG quadrant comes from crossing the two. Editing any of the numbers in the table recalculates the quadrant when you leave the field; deleting the item removes it from the matrix immediately. The classic reading: the Cash Cow funds the Question Mark that can become a Star.
Rules
The 4 quadrants
Star (grows and leads — invest), Cash cow (generates cash — milk it), Question mark (grows but small — decide), and Dog (low/low — reassess/cut).
The dividing lines
The cutoff between quadrants follows the classic convention shown in the screen's footer: high growth is above ~10% per year and high share is above the cutoff declared there. Grows and leads = Star; grows without leading = Question mark; doesn't grow but leads = Cash cow (generates cash); doesn't grow and doesn't lead = Dog (reassess). Adjusting a product's growth or share in the edit table instantly moves the item between quadrants.
Frequently asked questions
How to fill it in
For each product/line, enter the annual growth and its share of your revenue. Tenka plots the quadrant automatically.
Was this article helpful?
In the same module: Strategist's analyses9
Porter's 5 ForcesAssesses the competitive pressure surrounding your business, force by force, and summarizes it in the sector'…SWOT AnalysisMaps what is under your control (strengths/weaknesses) and what comes from outside (opportunities/threats) an…Scenarios and trendsThe external factors that can affect the business — politics, economy, society, technology, environment and l…Organizational coherenceFive pieces need to point in the same direction: strategy, structure, processes, rewards and people. This scr…Value CurveShows where you deliver more or less value than competitors and what to do with each attribute.External factor (scenarios)A factor from outside the company with probability and intensity; the score tells the urgency and the sign te…Ansoff MatrixShows where revenue comes from (current base vs. new products/markets) and which growth path carries the righ…PositioningDefines who you are for, what category you're in, and why you're different — the foundation of copy and brand.
Tenka Academy
Explore the AcademyStep-by-step learning paths for your industry, inside the platform.