Dogs

• Low market share in a low growth market
• Dogs are unlikely to be kept on by a company
• With little growth in the market and little market share the company might see little scope for future profits
• This does not always mean that the company will discontinue the product, if there is a market, then some products can still be profitable
• However, when a firm looks at its range of products it is more likely to concentrate on cash cows and rising stars other than dogs