BCG Matrix To analyze the competitive market forces and the industry landscape. It helps determine whether the particular industry or a company is attractive.
High
Market Share Growth
? • • •
STAR
QUESTION MARK
High Growth and Low market share products These are generally new products These products could be invested or let go, depend upon future prospects
• •
DOG • • •
High growth high market share products Companies should invest heavily in these products
$
Low growth low market share products These products are considered to be failures Hence companies could either reposition it or stop investing in them
• • •
CASH COW
Low growth high market share products They bring in cash To fund investment in stars
Low
High Current Market Share
ConQuest, IIM Shillong
2021-22
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