Question Marks are products that have the potential to become Stars. Cash Cows are products you can keep because they create a lot of profit, but you can divert funding away from them because they are in a market that doesn't grow as quickly. Stars are excellent products to invest in because they have a lot of value due to the market they are in and are likely to continue generating increasing value because of their high growth. Pets are products that have a low growth rate and a low market share.Ĭash Cows are products that have a low growth rate but a high market share. Question Marks are products that have a high growth rate but a low market share. Stars are products that have a high growth rate and a high market share. Each category represents a particular type of product:
You can use a BCG matrix to gain a better understanding of your products by grouping them into the four categories the table provides. Related: A Complete Guide to Project Management Ways to use a BCG matrixīelow are two ways that you can use a BCG matrix to increase the value of your financial portfolio: Using a BCG matrix for product strategy
