BCG (Boston Consulting Group)

BCG

The graph shows that there are 4 types of products: star, question mark, cow, and dog. As the graph progresses from left to right, comparative market share is lost, and as the graph progresses down to up, the growth rate of the commodity market increases. Star has the best of both worlds and is a long-term profit promotion, investment. The question mark is low on comparative market share but has a high growth rate in the commodity market. It has a long-term profit promotion but a short-term cash recovery. The cow has a high comparative market share and a low growth rate in the commodity market. It therefore has strategic maintenance. The dog is low in both worlds and has a short-term cash recovery and withdrawal. 



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