Your strategy for question marks should be to evaluate and select them carefully, investing in them to make them stars or divesting them if they are not worth it. Question marks are units with low market share and high growth rate, and they require a lot of investment to increase their market share and become stars. Your strategy for cash cows should be to harvest and optimize them as much as possible. Cash cows are units with high market share and low growth rate, and they require little investment to maintain their profitability. Your strategy for stars should be to invest and grow them as much as possible. Stars are units with high market share and high growth rate, and they require a lot of investment to maintain their position and fend off competitors.
Each category has a different meaning and recommendation for your strategy.
The BCG matrix assigns each unit to one of four categories: stars, cash cows, question marks, and dogs.
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