Boston Matrix

• Market share 


  does the product being sold have a high or low market share?
• Market growth 


  are the potential customers in the market growing or not?
• Stars

  • High growth products competing in markets where they are strong compared with the competition.
  • Often stars need heavy investment to sustain growth.
  • Eventually growth will slow down and start will eventually become cash cows.
• Cash Cows

  • Low-market growth products with a high market share.
  • Relatively little need for investment.
  • Mature and successful products.
• Question Mark

  • High market growth operating in a low market share.
  • Suggest that the product has potential but requires a substantial amount of investment to grow more market share at the expense of larger competitors.
• Dogs

  • Refers to products with low market shares and unattractive low market growth.
  • Makes enough to break even but rarely ever worth investing in.
  • usually sold or closed