![]() ![]() They require little investment and generate cash to turn question marks into market leaders or to invest in other business activities. E.g- Thums UP, Maaza (High Growth, High Market Share) Cash Cows Cash cows have the largest market share. If a star can maintain its large market share, it will become a cash cow when the market growth rate declines. Dasani (Coca Cola bottled water brand) can be described as having a. E.g- Fanta, Sprite (High Growth, Low Market Share) Stars They generate a large amount of cash because of their market share. From the Boston Consulting Group (BCG) growth matrix - a has a small share of. A question mark has the potential to gain market share and become a star, and eventually the cash cow when the market growth slows. E.g- Diet coke, Minute maid (Low Growth, Low Market Share) Question Marks Question marks grow rapidly, thus consume a large amount of cash, but because of their low market share, they generate less cash. ![]() However, dogs are cash traps as because of the money tied up in the business that has little potential. Dogs They have a low market share and low growth rate and thus neither generate nor consume a large amount of cash. It is based on the observation that a company’s business units can be classified into four categories based on combinations of “Market Growth” and “Market Share” relative to the largest competitor. E.g- Limca, Coca-cola (Low Growth, High Market Share). The BCG growth share matrix is a portfolio planning model developed by Bruce Henderson of the Boston Consulting group in the early 1970’s. The BCG growth share matrix is a portfolio planning model developed by Bruce Henderson of the. ![]()
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