1. Product Portfolio Analysis
(The Boston Matrix)
MOOO!

2. What is it? Why is it useful?

3. Low Rate of growth for the whole market High
The Matrix
High Market share low
Low Rate of growth for the whole market High

4. Low Rate of growth for the whole market High
Problem Children
High Market share low
Low Rate of growth for the whole market High

5. Problem children
Implications:
What are the chances of these products securing a hold in the market?
How much will it cost to promote them to a stronger position?
Is it worth it?

6. Low Rate of growth for the whole market High
Stars
High Market share low
Low Rate of growth for the whole market High

7. Stars Huge potential May have been expensive to develop
Worth spending money to promote
Consider the extent of their product life cycle in decision making

8. Low Rate of growth for the whole market High
Cash Cows
High Market share low
Low Rate of growth for the whole market High

10. Cash Cows: Cheap to promote
Generate large amounts of cash – use for further R&D?
Costs of developing and promoting have largely gone
Need to monitor their performance – the long term?
At the maturity stage of the PLC?

11. Low Rate of growth for the whole market High
Dogs
High Market share low
Low Rate of growth for the whole market High

12. Dogs Are they worth persevering with? How much are they costing?
Could they be revived in some way?
How much would it cost to continue to support such products?
How much would it cost to remove from the market?

13. What to do with ‘Dogs’
WOOF!

14. Do we want a field of cows?
Balance
Do we want a field of cows?
MOOO!

15. Balance and the PLC
Sales
(1)
(2)
(3) D B C A
Time