Page 30 - Portfolio Analysis
P. 30
FIGURE 15
CASH COW
CASH GENERATED 100
MGR LOW
CASH USED 20
+ 80
MD
HIGH
PROBLEM CHILDREN
Problem children (also called question marks or wildcats) are
low-share products in high-growth rate markets. They may require a lot
of cash to maintain their share, let alone increase it.
Management must think hard about whether or not to invest more to try
to build
build these question marks into leaders; if the decision is not to do so,
the problem child should be phased out.
