These are products with a low market share in a high-growth market. If a dog is profitable you should invest as little as possible into it, or even consider divesting it. If these products are not profitable you may wish to divest them or consider a red ocean strategy. These are products with a low market share in low-growth markets. It is thus advisable for a business to invest in these products to maintain market leadership, thus securing future profits as the market continues to grow. These stars have the potential to provide a high proportion of the future profits of the business. These are products with a high-market-share in a growth market. In a nutshell, we want to milk these products without killing the cow! 2. Cash Cows need to be milked for profits but given minimum investment. They are profitable, generating good margins, and throwing off excess cash without the need for significant investment. These are products with a high-market-share in a slow-growing market. This will result in each product of the portfolio falling into one of four categories: 1. Each product in a business will be assessed against both of these criteria and then placed into the matrix.
