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. Each investment or product is plotted in one of four positions on the matrix. A product or investment can be considered a star, a question mark, a cash cow, or a dog.
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- Dogs - Dogs have low market share and a low growth rate. As their name implies it's a product or investment with little to no potential.
- Question marks - Question marks describe an investment that is growing fast but is not necessarily generating a lot of revenue due to low market share. A question mark may require large sums of investment to keep growing and under the right circumstance it can become a star, but without growth a question mark can quickly become a dog.
- Stars - Stars have a high growth rate in a high growth market. They both make and consume large amounts of capital. As market growth declines and the star holds onto its market share, it becomes a cash cow that can generate revenue for future innovation and investment.
- Cash cows - A cash cow has high market share in a mature, low growth market. They generate more revenue than the resources they consume. They're often used to fund new business ventures and help turn question marks into stars and potential future cash cows.