Cash Cow

• The Boston Matrix is a tool of product analysis that classifies products according to the market share of a product and the rate of growth of the market in which the product is sold
• Cash Cow is Cadbury's dairy milk
• High market share in a low growth market
• These are established products
• The profits made through these products can be used to finance other products such as rising stars
• Firms will want to establish as many cash cows as possible
• With low market growth there is likely to be less competition from new firms entering the market, therefore firms can spend less on advertising
• A product is called a cash cow because a firm can 'milk' the product to finance other areas of the business