Boston Consulting Group

By using the matrix, four kinds of SBUs can be identified as:

a).   Stars   refer to   high- growth, high-share businesses or (they require a large no of investment to finance their quick growth potential).

b). Cash Cows refer to low-growth, high- share businesses or manufacture (they are established, successfully, and require less investment to hold share).

c). Question Marks refer to low-share business units in high-growth markets (they require a lot of cash to hold their share).

d). Dogs refer to low-growth, low-share businesses and products (they may produce enough cash to maintain them, however, do not have much future).