The business must get funds from the cow segment to turn a question mark into a star (to increase the market share). Products or services in the question mark quadrant have a low market share, but the market is growing quickly and has the potential to grow further. Cash Cows – Products or services with a high market share but a low market growth.Dogs – Products or services with low market share and low growth.Stars – Products or services with high market growth and a high market share.Question Marks – Products or services with high market growth but a low market share.The higher the growth rate, the higher the competition to stay relevant in the market.
The vertical axis represents the potential growth rate of a product in the market. More market share means the product or service has a better reach to customers than competitors. The horizontal axis of the BCG Matrix represents the market share of the product.
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