Cash Cow SBU represents business units having a large market share in a mature yet slow growing industry. Star SBU represents business units having large market share in a fast growing industry. These two dimensions reveal health of the strategic business units (SBU) in terms of financial support needed from the point of view of sustenance. The matrix classifies business portfolio into four categories based on two dimensions industry attractiveness (growth rate of that industry) and relative market share.
Boston Consulting Group’s Matrix is a business analysis tool to evaluate the strategic position of a business unit in terms of its brand portfolio and its future prospects.
