What to Do with the Dogs in Your BCG Matrix
Originally published: 17/01/2018 10:56
Last version published: 05/02/2018 17:42
Publication number: ELQ-97359-3
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What to Do with the Dogs in Your BCG Matrix

Cate Costa explains what you should do with your underperforming products, i.e. the 'dogs' in the BCG Matrix.

The BCG growth-share matrix, also known as the Boston matrix, is a tool that graphically represents a company's products to show which products perform well, and which need more investment. The matrix categorises the products into four main categories: dogs, cash cows, question marks and stars. When a product has low market share and is in a low growth market, the product is considered as a dog.

This video talks about what you should do with 'dog' products. Typically, these type of products should be dumped to free up resources for other potential high-earning products. However, there are exceptions to this rule. The product may simply be at its starting stage and need more marketing and investment to push it up to be a higher performing product.

If you are unsure on what to do with your 'dog' products, then this video is a must-watch.

Video Length: 3:28

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