The boston matrix

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The Boston matrix
The Boston matrix is a framework for a company to look at their product portfolio. They should be
aiming to have a range of product types from stars to cash cows, but hopefully no dogs and few
problem children.
Market share
Market share can be defined as the percentage of all sales within a market that is held by one brand/
product or company
Market growth
Market growth is an increase in the demand for a particular product or service over time. The Boston
matrix has market growth and market share on the two sides. A new product that has a high market
share in a rapidly growing market is a star and should hopefully turn into a cash cow in the future
when the market growth slows down. A product that has a low market share in a rapidly growing
market is known as a problem child for obvious reasons and the firm will have to look at various
marketing strategies to avoid it becoming a dog in the future.
Dogs
A dog is any product that has a low or declining share of its market.
Problem child
A problem child is a product that has a low market share within an expanding market. A term used to
categorise one of the four types of goods shown by the Boston matrix
Cash cow
A cash cow is a product that produces a large amount of revenue because they have a large share of
an existing market which is only expanding slowly.
Star
A star is a product that has a high or rising market share within an expanding market

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