Page 34 - Portfolio Analysis
P. 34
FIGURE 18
STAR QUADRANT
R & D
Production
Cash = 10
Marketing
Distribution
=10
20 units are injected into the Star Quadrant
10 are used to increase distribution whilst
10 are used to develop and increase production
STAR
Cash Injection STAR Problem Child
10 Units Production
10 Units Marketing Cash Generated 80 Cash Generated 20
Cash Used 100 Cash Used 100 High
- 20 - 80
Market Growth
Rate Cash Cow DOG
Cash Generated 110 Cash Generated 30
Cash Used 20 Cash Used 20 Low
+ 90 + 10
High Low
Market Dominance
Cash Flow
