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BCG Growth-Share Matrix
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Analyze your product portfolio with stars, cows, dogs & ?s
BCG Growth-Share Matrix
Question Marks
Stars
Dogs
Cash Cows
Market Growth Rate →
Relative Market Share →
P
P
P
P
Product A
Product B
Product C
Product D
Products / Business Units
Stars
70%
60%
Cash Cows
30%
70%
Question Marks
80%
25%
Dogs
20%
15%
Stars
High growth, high share - invest to maintain leadership
Strategy: Invest heavily to maintain or increase market share
Products: 1Revenue: $500K
Question Marks
High growth, low share - decide to invest or divest
Strategy: Analyze carefully - invest to become stars or divest
Products: 1Revenue: $200K
Cash Cows
Low growth, high share - milk for cash to fund stars
Strategy: Maintain position, harvest profits, minimal investment
Products: 1Revenue: $800K
Dogs
Low growth, low share - consider divesting
Strategy: Divest, liquidate, or reposition if possible
Products: 1Revenue: $100K
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