Boston Matrix

Question 1

Question Marks

Answer 1

Negative cash inflow
Low share in rapid market

Question 2

Stars

Answer 2

High market share in rapid growing market
Neutral cash inflow

Question 3

Cash Cows

Answer 3

High share in slow growing market
Large cash inflow

Question 4

Dogs

Answer 4

Low market share in slow growing market
Failed/decline phase
No cash inflow

Question 5

Why is the Boston Matrix useful?

Answer 5

+ useful tool for analysing products
- only snapshot of the current position
+ focuses solely on market share and growth
- no predictive value