Growth/Share Matrix Checklist

Growth/Share Matrix Checklist

• Select one of the bullets below for each product or business area in your company.
 
• STARS - Does your specific product or business area have a high market share with a high market growth rate in what is usually a new market? When developing your market strategy, consider that these emerging markets often have many competitors and carry a lot of risk.
• QUESTION MARKS - Does your specific product or business area have a low market share but a high market growth rate? When developing your market strategy, consider reasons why you currently have a low market rate and whether or not the market is a core competency of your business.
• CASH COWS - Does your specific product or business area have a solid market share yet a slow growth rate? When developing your market strategy, consider the stability of these markets and how they can generate cash flow with very little investment over time.
• DOGS - Does your specific product or business area have a low market share with slow growth rates typically resulting in low profitability? When developing your market strategy, consider if these need to be eliminated or if they do provide some stability for your business if they are near the breakeven point.

Once asking the above questions of all products or business areas in your company, they can be ranked in a visual scatter plot such as the one below to stimulate discussion of growth rates relative to market share at a strategic level.