Question Mark has the ability to capture market share and becomes star, and potentially becomes cash cow as consumer growth slows. Items in this quadrant should be examined regularly and carefully to see if they are worth to upkeep. It usually grows rapidly but requires vast quantities of capital from the organization. Question mark is in the grid's upper right side. These items are called question marks since the way they work is ambiguous. Question mark is also known as the ‘problem child,’ and represents the products containing low market shares in a high growth market. Such unit usually "break-even," producing barely adequate cash to hold a market share of the sector, and suppressing the return on assets ratio of a profitable corporation. It is the prime candidates for liquidation for that reason.ĭog is the unit in a mature, slow-growing sector with limited market share. It can turn out that dog is cash trap, locking up company funds for lengthy stretches. Money gets attached to these products, but they don't make enough profit to justify the investment. Usually, these materials are called waste. Dog is the small-growth goods with poor market share.
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