These products have a low relative market share and a market environment promising strong growth.Ĭash Cows: The bottom left quadrant represents products with a relatively high market share though growth opportunities are low.ĭogs: The bottom right quadrant presents the exact opposite to stars in that a product positioned here has a low market share relative to the principal competitor and growth would similarly be low. ![]() Question marks: The top right quadrant contains products that need support. Products within this quadrant have a strong position in their marketplace and enjoy high growth. Stars: The upper left quadrant is for products of stellar performance. ![]() The second considers each product’s market share relative to the largest competitor in the industry. The tool is made up of 4 squares or quadrants with relative market share along the x-axis and growth along the Y axis. Firstly it considers the attractiveness of a market judged by its growth.
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