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Chapter 7

3.3 The BCG matrix

H
Star Problem Child

Rate market growth BCG

Cash Cow Dog

L

H Relative market share L

In order to assess market growth a combination of financial data and environmental
trends for the industry may be given.

In order to assess market share sales for the SBU may be benchmarked against total
industry sales.

Illustrations and further practice

Now try TYU question 5.

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