Turn a product or service portfolio into a clear BCG view based on two strategic dimensions: market growth and market share. The workbook organizes each item into Stars, Cash Cows, Question Marks, or Dogs so you can see where the portfolio is concentrated and where management attention may be needed.
The workflow is built for portfolio review rather than detailed financial forecasting. Enter the products or services you want to assess, select their growth and share levels, and use the resulting classifications, category detail views, matrix, and dashboard to structure resource-allocation discussions.
Classify the portfolio
Map each product or service from its market-growth and market-share inputs into one of the four BCG categories.
See portfolio balance
Review the number and percentage of items in Stars, Question Marks, Cash Cows, and Dogs from a single dashboard.
Support prioritization
Use the quadrant view and category lists to frame which offerings may warrant investment, protection, investigation, or reduced emphasis.
What does the BCG analysis help you examine?
The template converts a simple portfolio assessment into a structured visual review. It does not replace a full market study, but it gives managers a consistent way to compare offerings using the Boston Consulting Group matrix logic shown in the workbook.
Market position by offering. Record whether each product or service sits in a high- or low-growth market and whether it has high or low market share.
Four-quadrant classification. Organize offerings as Stars, Cash Cows, Question Marks, or Dogs from the growth/share combination entered in the classification table.
Portfolio mix. Review category percentages and category counts to see how heavily the portfolio is weighted toward each quadrant.
Category-specific review. Separate classification views list the products or services assigned to each BCG category and include a field for an assumption about sales growth relative to the market.
Resource-allocation discussion. Use the visual output to structure conversations about where to keep investing, where to defend position, where to investigate growth potential, and where resources may be better redeployed.
What is inside the workbook?
The verified workbook views show a settings area for the company name, an input-classification table, separate BCG classification sheets, a matrix view, a trends view, and a dashboard. The main input table captures the product or service description together with market growth and market share levels; the workbook then displays the resulting category alongside each item.
Editable classification inputs
Add the products or services being reviewed and specify their market growth and market share levels in the input table.
BCG category outputs
See each item assigned to Stars, Cash Cows, Question Marks, or Dogs and review category-specific product lists.
Visual portfolio summary
Use the dashboard and matrix outputs to compare category shares and counts without scanning the underlying item list.
The dashboard summarizes the share and number of portfolio items classified as Stars, Question Marks, Cash Cows, and Dogs.
Dashboard for portfolio mix
The dashboard turns individual classifications into a concise management view. Percentage tiles, a doughnut chart, and a category-count chart make it easier to see whether the current portfolio is concentrated in one quadrant or spread across several strategic positions.
The Stars classification view lists products in that category and provides a field for assumptions about sales growth relative to the market.
Category detail for follow-up analysis
After the initial BCG classification, separate category views let you work with the items grouped together. The verified Stars view pairs each listed product or service with an assumption field for sales growth in relation to the market, supporting a more focused discussion of the items already placed in that quadrant.
The Question Marks view isolates offerings classified as low-share, high-growth candidates for additional strategic review.
Isolate uncertain growth opportunities
Question Marks combine low market share with high market growth. Keeping these items in a dedicated view helps managers identify which offerings need further investigation before committing additional resources or deciding that the opportunity does not justify more attention.
How do you use the template?
Set the company name
Use the general settings area to identify the company or portfolio being reviewed.
Enter the portfolio
Add each product or service to the classification table and assign its market growth and market share levels.
Review the classifications
Check how the inputs place each item into Stars, Cash Cows, Question Marks, or Dogs, then examine the category-specific views.
Read the portfolio outputs
Use the dashboard and matrix to compare category percentages, counts, and the overall shape of the portfolio.
Translate the view into decisions
Discuss which offerings deserve investment, protection, further analysis, or lower priority, then document the actions outside the matrix as needed.
Who is this template for?
This workbook is suited to founders, product managers, business-unit leaders, consultants, and strategy teams reviewing multiple products or services. It is most useful when you already have a defensible view of each offering's market growth and relative market-share position and want a consistent framework for portfolio discussion. Because the BCG matrix is a strategic classification tool, the output should be considered alongside financial performance, competitive dynamics, customer evidence, and other decision criteria.
For a broader strategic review, pair the portfolio view with the SWOT Analysis Template to organize internal strengths and weaknesses plus external opportunities and threats. When you need to compare alternatives across several criteria rather than only growth and share, use the Decision Matrix Template. After priorities are chosen, the OKR Template Excel can help translate strategic choices into objectives and measurable results.
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