Product-Market Growth Matrix

Are you looking for a comprehensive and efficient way to map out your company's marketing strategy? Look no further than the Product-Market Growth Matrix! This tool, created by the Boston Consulting Group in the 1970s, is designed to help companies determine their growth opportunities based on their products and markets. With the Product-Market Growth Matrix, you can identify the best path forward for your business.

What is the Product-Market Growth Matrix?

At its core, the Product-Market Growth Matrix is a visual representation of your company's growth potential. It consists of four quadrants, each representing a different strategy for growth:

  1. Market Penetration: This strategy involves selling more of your existing products to your current customers. You can achieve this through marketing campaigns, loyalty programs, and other tactics that encourage repeat business.

  2. Product Development: This strategy involves creating new products that appeal to your existing customer base. You can do this by identifying unmet needs or gaps in the market and developing products that address those needs.

  3. Market Segmentation: This strategy involves targeting new customer segments with your existing products. You can achieve this by identifying groups of people who may be interested in your products but haven't yet become customers and tailoring your marketing efforts to appeal to them.

  4. Diversification: This strategy involves developing new products and targeting new markets. You can achieve this by expanding into new geographic regions or by developing completely new product lines.

Why is the Product-Market Growth Matrix important?

The Product-Market Growth Matrix is an essential tool for any business looking to grow and expand. By identifying which quadrant(s) your company falls into, you can develop a targeted growth strategy that maximizes your potential for success.

How do I use the Product-Market Growth Matrix?

To use the Product-Market Growth Matrix, start by identifying where your products currently stand in the market. Then, consider your goals for growth and determine which quadrant(s) align with those goals. Once you've identified your quadrant(s), develop a growth strategy that aligns with that quadrant's principles.

What are some examples of companies that have used the Product-Market Growth Matrix?

One well-known example of a company that has used the Product-Market Growth Matrix is Apple. In the early 2000s, Apple was primarily focused on market penetration, selling more of its existing products to its loyal customer base. However, as the company began to face increased competition and changing market conditions, it shifted its focus to product development, launching new products like the iPod and iPhone that appealed to its existing customer base while also attracting new customers.

Another example is Nike. Nike has traditionally focused on market segmentation, targeting specific groups of consumers like athletes and fitness enthusiasts with its high-quality athletic wear. However, in recent years the company has also diversified into new markets like technology and fashion, launching products like the Nike FuelBand and collaborating with high-end designers like Off-White's Virgil Abloh.

What are some potential drawbacks or limitations of the Product-Market Growth Matrix?

While the Product-Market Growth Matrix can be an incredibly useful tool for businesses looking to grow and expand, there are some potential drawbacks to consider. For example, the matrix is relatively simple and may not account for all of the factors that can influence a company's growth potential. Additionally, it may be difficult to accurately place a company's products within a single quadrant, as many companies may pursue multiple growth strategies simultaneously.


The Product-Market Growth Matrix is a powerful tool for any business looking to grow and expand its reach. By identifying your company's current position in the market and developing a growth strategy that aligns with your goals, you can maximize your potential for success. Whether you're focused on market penetration, product development, market segmentation, or diversification, the Product-Market Growth Matrix can help guide your path forward.


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