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15 cards from this deck
Collection of multiple products a company offers
Strategic tool to analyse product portfolio based on 2 factors
Market share and market growth
High growth, high market share products
Significant investment needed to maintain position
High growth, low market share products
Problem children
Low growth, high market share products
Minimal investment needed
Generate cash to fund other products
Low growth, low market share products
Remove from portfolio/discontinue
Products from multiple categories (not dogs)
Can become cash cows when market growth slows
Can become stars with investment or dogs if neglected
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