These generate high income but tend to cost the company large amounts of cash. The values of these products are not difficult to calculate due to the fact that their cash flow patterns are predictable. These products are often cash generators that create higher returns than the market growths rate, and tend to sustain themselves well from a cash flow perspective. This means that they are candidates for divesture.Ĭash cows, located in the lower left quadrant, are generally leading products in mature markets. Products that are in high growth markets but do not maintain large market share are known as question marks.Ĭharacteristics of Each Quadrant -Dogs, located in the lower right hand quadrant on the grid, do not generate much money as they have low market share and little to no growth. Star products are ones that are in high growth markets, take up a large portion of market share, and should be invested in even more. Products that have a large market share but are in low growth areas are known as cash cows, meaning that a company should keep it on the market for as long as they can. Bcg Matrix Of Microsoft Company Information How To Effectively Use.
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