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Boston Consulting Group Matrix

The horizontal axis represents the market share relative to the industry leader. The leader will always be displayed on the far left of the chart. The vertical axis represents the market growth rate for the industry.
The cash flow situation is different in each quadrant, which leads to the following classifications:

Stars: High-growth, high-share businesses that are likely to generate enough cash to be self-sustaining.
Cash cows: Low-growth, high-share businesses that generate excess cash that can be used to support other business units (especially question marks) and R & D efforts.
Question marks: High-growth, low-share businesses that normally require a lot of cash to maintain or increase their share. Management must often either invest additional cash to convert these business units into stars or divest themselves of the offering.
Dogs: Low-growth, low-share businesses that are often cash traps.
Your enterprise lies in the question mark cell of the matrix. Maintaining or increasing your market share will require a heavy investment. All new products and services begin here. Consider investing additional cash to convert this business to a star.

Business Plan Software: Boston Consulting Group Matrix
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