The ‘Cash Cows’ are a product group with a high market share and a market with hardly any growth. The Apple Smartwatch is an example of a product where Apple has a high market share and the smartwatch market is experiencing strong growth. These products are profitable and it is worthwhile to continue investing in this product group so that they at least maintain their market share and perhaps even continue to grow. The ‘Stars’ are a product group with a high market share and a fast growing market. High market share and high market growth. This is because large companies already have strong differentiation combined with large market budgets. If you introduce a new smartwatch to the market, it will be difficult to gain ground, despite the fact that the market is growing rapidly. It is therefore possible to build a ‘Question Mark’ into a ‘Star’. These products are not necessarily very profitable at this time, but have potential to gain market share with the right investments. The “Question Marks” are a product group in which there is a low market share, but where the market is actually showing high growth. In this, it is notable that you often see that products have a certain Product Lifecycle: BCG Positions through Product Lifecycle 1. The BCG Matrix has four quadrants into which products can fall: BCG Matrix
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