Boston Matrix – Worksheet 1 Market Share and Market Growth The Boston Matrix is a tool that allows businesses to look at their product portfolio by measuring the extent to which an individual product is growing in terms of share within a market and how much the market itself is growing. Market share means: Market growth means: Work out the market share or market growth for the four examples below. Exercise 1: Apollo Hotel’s turnover is worth £300,000. The market for hotels in its area is worth £1,800,000. Calculate its market share. Exercise 2: Annu’s Wedding Planning Services is worth £60,000 and the market for wedding services is worth £120,000. Calculate its market share. Exercise 3: What is the advantage to a business of knowing its market share and what are the limitations? Exercise 4: The Organic Food Market in the UK was worth £802 million (£802,000,000) in 2001 and £1.4 billion (£1,400,000,000) in 2002 (source www.bbc.co.uk). Calculate the growth of that market, then give a judgement as to whether you think that is high or low. What else would you need to take into account when making a judgement?