Fundamentals of Management, 8th ed



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80

Part 2: Planning

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The matrix classifies the types of businesses in which a diversified organization can

engage as dogs, cash cows, question marks, and stars. Dogs are businesses that have

a very small share of a market that is not expected to grow. Because these businesses

do not hold much economic promise, the BCG matrix suggests that organizations

either should not invest in them or should consider selling them as soon as possible.

Cash cows are businesses that have a large share of a market that is not expected to

grow substantially. These businesses characteristically generate high profits that the

organization should use to support question marks and stars. (Cash cows are “milked”

for cash to support businesses in markets that have greater growth potential.) Question

marks are businesses that have only a small share of a quickly growing market. The

future performance of these businesses is uncertain. A question mark that is able to

capture increasing amounts of this growing market may be very profitable. On the

other hand, a question mark unable to keep up with market growth is likely to have

low profits. The BCG matrix suggests that organizations should invest carefully in

question marks. If their performance does not live up to expectations, question marks

should be reclassified as dogs and divested. Stars are businesses that have the largest

share of a rapidly growing market. Cash generated by cash cows should be invested

in stars to ensure their preeminent position. For example, BMW bought Rover a few

years ago, thinking that its products would help the German automaker reach new

consumers. But the company was not able to capitalize on this opportunity, so it

ended up selling Rover’s car business to a British firm and Land Rover to Ford. Ford

couldn’t get leverage out of Rover either and ended up selling it (along with Jaguar) to

India’s Tata Motors.

Relative market share

Market growth rate

Cash cows

Dogs

High

Low

High

Low

Question


marks

Stars



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