The Boston Consulting Group Matrix
Each quadrant of the matrix describes the status of the value chain against its competitors and suggests its potential for competitiveness:
Dogs: value chains with low market share in a mature, slow-growing market. It suggests low returns on donor investment and should be dropped from further consideration.
Cash cows: value chains with high market share in a slow-growing market. It suggests that value chain should be “milked” but not invested in because the market isn’t really growing.
Stars: value chains with a high market share in a fast-growing market. The hope is that stars become the next cash cows.
Question marks: value chains with low market share in a fast-growing market. They will need heavy investment to grow their market share, hopefully to become a star. Otherwise, when the market eventually matures and growth slows, the value chain may slip down into the dog category
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