![]() A product or investment can be considered a star, a question mark, a cash cow, or a dog. Each investment or product is plotted in one of four positions on the matrix. However, through various competitive strengths and competitive will, the portfolio is developed and provided with significant investment and gains market share quite rapidly. A growth-share matrix, also known as a Boston or BCG growth matrix, creates a visual assessment of products or investments in terms of relative market share and market growth rate. ![]() This means that initially they start out as a question Mark, as identified in this BCG matrix example. For Apple, their iPhones are undoubtedly are the Stars for them. Some firms will see question marks as having significant potential – this often happens with larger firms who are late entrants to a market that is transitioning from the introduction phase to the growth phase. Stars: The business units that represent the star of an organization also share the feature of having a high market share, but what makes them different from cash cows is that their respective industry can still expand further. As a result, question marks gradually lose market share and typically end up as dogs – is also shown in the BCG matrix example. In reality, most firms are not willing to take the chance on a question mark portfolio. ![]() ![]() ![]() However, the more difficult decision lies with the question mark and whether it is worthwhile investing in trying to build the business. ![]()
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