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are a) Strengths
d) Threats BCG Product Matrix - Definitions
Stars Stars are high growth businesses or products competing in markets where they
are relatively strong compared with the competition. Often they need heavy
investment to sustain their growth. Eventually their growth will slow and,
assuming they maintain their relative market share, will become cash cows.
assuming Cash Cows Cash cows are low-growth businesses or products with a relatively high market
share. These are mature, successful businesses with relatively little need for
investment. They need to be managed for continued profit - so that they continue
to generate the strong cash flows that the company needs for its Stars.
to Question marks Question marks are businesses or products with low market share but which
operate in higher growth markets. This suggests that they have potential, but
may require substantial investment in order to grow market share at the expense
of more powerful competitors. Management have to think hard about "question
marks" - which ones should...
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- Spring '06