Figure 05 Stars – This represents high growth, high share business or products & often need heavy investments to finance their rapid growth. Eventually their growth will slow down, and they will turn into cash cows
Cash Cows – This shows low growth & high share business or products. These establish & successful SBUs need less investment to hold their market share. Produce a lot of the cash that the company uses to pay its bills and support other SBUs that need investment.
Question Marks – This is where a low market share has & products are in high growth markets and the product has not yet reached a dominant position in the market. It still requires a lot of investment for development and company must decide if they want to keep investing
Dogs – In here, dogs are low growth & low share businesses & products. They may generate enough cash to maintain themselves. But do not promise to be large sources of cash