Boston Matrix
Hig The Boston Matrix
? or Stars
h Market Growth contributes to the
(MG) Problem
analysis of a business’s
Child products by dividing it
Dogs Cash into 4 categories (Cash
Cows Cows, Question
Mark/Problem Child,
Lo Stars and Dogs) based
Low Market Share High on the market share +
(MS)
? or PROBLEM CHILD STARS
- LOW MS, HIGH MG - HIGH MS, HIGH MG
- Future Cash Cows, potential to bring
- New products
company a lot of ££
- INTRO – PRODUCT LIFE CYCLE - Continuous advertising to do well
- Heavy marketing to give them a - GROWTH – PRODUCT LIFE CYCLE
chance to succeed. - Examples: Homepod, iWatch, e-golf
- Products in fast growing market, but
not selling – Beaten by competition.
- Examples: Apple TV Popular items that are selling well
These are the unknown…
DOGS CASH COWS
- LOW MS, LOW MG - HIGH MS, LOW MG
- These are the ones everyone wants.
- Lost causes
- Costs LOW, already promoted,
- Try and get some profit, before produced in high volumes.
selling/discontinuing them - Profits can be invested to STARS +?
- DECLINE – PRODUCT LIFE CYCLE - MATURITY – PRODUCT LIFE CYCLE
- Examples: VW Golf, Macbook
- Examples: iPod
Items that are always required and
Items are no longer required as
produced by many in the market.
other items can do the job.
Hig The Boston Matrix
? or Stars
h Market Growth contributes to the
(MG) Problem
analysis of a business’s
Child products by dividing it
Dogs Cash into 4 categories (Cash
Cows Cows, Question
Mark/Problem Child,
Lo Stars and Dogs) based
Low Market Share High on the market share +
(MS)
? or PROBLEM CHILD STARS
- LOW MS, HIGH MG - HIGH MS, HIGH MG
- Future Cash Cows, potential to bring
- New products
company a lot of ££
- INTRO – PRODUCT LIFE CYCLE - Continuous advertising to do well
- Heavy marketing to give them a - GROWTH – PRODUCT LIFE CYCLE
chance to succeed. - Examples: Homepod, iWatch, e-golf
- Products in fast growing market, but
not selling – Beaten by competition.
- Examples: Apple TV Popular items that are selling well
These are the unknown…
DOGS CASH COWS
- LOW MS, LOW MG - HIGH MS, LOW MG
- These are the ones everyone wants.
- Lost causes
- Costs LOW, already promoted,
- Try and get some profit, before produced in high volumes.
selling/discontinuing them - Profits can be invested to STARS +?
- DECLINE – PRODUCT LIFE CYCLE - MATURITY – PRODUCT LIFE CYCLE
- Examples: VW Golf, Macbook
- Examples: iPod
Items that are always required and
Items are no longer required as
produced by many in the market.
other items can do the job.
