матрица BCG

марк. BCG matrix
The four segments of the BCG Matrix
Placing products in the BCG matrix provides 4 categories in a portfolio of a company:
Stars (high growth, high market share)
Stars are using large amounts of cash. Stars are leaders in the business. Therefore they should also generate large amounts of cash.
Stars are frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold your market share in Stars, because the rewards will be Cash Cows if market share is kept.
Cash Cows (low growth, high market share)
Profits and cash generation should be high. Because of the low growth, investments which are needed should be low.
Cash Cows are often the stars of yesterday and they are the foundation of a company.
Dogs (low growth, low market share)
Avoid and minimize the number of Dogs in a company.
Watch out for expensive ‘rescue plans’.
Dogs must deliver cash, otherwise they must be liquidated.
Question Marks (high growth, low market share)
Question Marks have the worst cash characteristics of all, because they have high cash demands and generate low returns, because of their low market share.
If the market share remains unchanged, Question Marks will simply absorb great amounts of cash.
Either invest heavily, or sell off, or invest nothing and generate any cash that you can. Increase market share or deliver cash.