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Introduction
objectives and the allocation of resources across units in the organization. Senior management need
Matrix Quadrants
Relative Market Share High Low High Product Sales Growth Rate Low
Question Marks
(Problem Children)
Investmentheavy initial capacity expenditures and high R&D costs Earningsnegative to low Cash-flow Strategy Implications
Stars
capacity expansion EarningsLow to high earnings Cash-flowNegative (net cash user) Strategy Implications
at the expense of short-term earnings
Cows
Dogs
the cash throw-up by the cash cows to invest in the question marks that are not self-sustaining Stars need a lot of reinvestments and as the market matures, stars will degenerate into cash cows and the process will be repeated. As for dogs segment the markets nurse the dogs to health or manage for cash
Trade further opportunities for present Allow competitors to gain share in a high
growth market