272:, Dog) as a circle whose area represents their size. With different colors, competitors may also be shown. The precise location is determined by the two axes, market Growth as the Y axis, Market Share as the X axis. Alternatively, changes over or two years can be shown by shading or other differences in design.xx. Star products currently have high growth and high market-share. The Question Mark identifies products with low share but high growth. A Cash Cow has high share but low growth. Finally, Dog labels a product which has low growth and low share.
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When using this matrix, SBUs can appear within any of the four quadrants (Star, Question Mark,
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the degree to which an SBU shares functional programs and facilities with other SBUs.
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