3. »Operate in high growth
markets.
»Need a lot of money but
also yield high cash
returns.
»Should become the cash
cows of the future
EXAMPLE: ipad
4. »High market share in static
or low-growth markets.
»Advertising and promotion
may be required to inject
fresh life from time to
time.
»Cash cows often provide
the bread and butter of a
business.
EXAMPLE: Kellogg’s Corn
Flakes, Heinz Baked
Beans, Coca-Cola, etc
5. »low market share in
fast-growing markets.
»Can they be turned into
market leaders?
»Can be a drain on
resources.
»May go on to become
either a STAR or a
DOG
»EXAMPLE: Nintendo Wii
6. »Low market share in
low-growth markets and
may generate negative
cash flows.
»Decision may need to
be taken to revamp
product or stop making
it.
»EXAMPLE: Apple TV,
DVD Recorders
7. General Aims of the Boston Matrix
»Cash generated by the
cash cows is used to
help with the
development of stars.
The aim is to increase
the market share of the
problem children in order
to move them into the
stars category.
»In order to manage the
