11/3/2023 0 Comments Bcg matrix marketingSome products remain stuck as a Question mark and become Dogs at an early stage. The route to Dog should be postponed for as long as possible. The most ideal development path of a product is that from Question mark to Star and Cash Cow. If this product is no longer of strategic importance to the company, this product will be divested. When a product is in the underdog position, it has a small market share in a mature market. The revenue from the Cash Cow is invested in other products. The product is a ‘milch cow’ and big money is made from this. The product will become more and more familiar. ![]() ![]() With targeted investments such as innovations and adjustments to the product, this lead in the market is maintained. The market share of the product grows like a ‘rising star’ in the growth market. ![]() It is still uncertain whether it can become a Star or a Cash Cow. Often it is concerns a product that is to be introduced and is unknown with a very small market share. It is still a big question (problem child / wild cat) what the product is going to do on the market. Figure 1 – BCG Matrix: the four quadrants 1.
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