Topic 6.4: Porter's Generic Strategies Questions

Outline how to calculate relative market share.

Which description matches a Star in the BCG matrix?

Which two measures does the BCG matrix place on its axes?

Outline the two dimensions used in the BCG matrix.

Define the term question mark (problem child), as used in the BCG matrix.

State what the BCG (Boston Consulting Group) matrix is used for.

Define the term dog, as used in the BCG matrix.

State two pieces of information a business needs to place a product in a BCG matrix.

Define the term cash cow, as used in the BCG matrix.

What does the Dog category tell a business about a product?

What is the first step in building a BCG matrix for a business with several products?

Define the term star, as used in the BCG matrix.

Define relative market share.

A company has four products: A (high growth, high share), B (low growth, high share), C (high growth, low share), and D (low growth, low share). Classify each product in the BCG matrix.

Explain how a product is positioned on a BCG matrix once market growth and relative market share are known.

Brite is a laundry detergent. It has the largest share of its country’s detergent market, a market whose sales have hardly changed for years. Using the BCG matrix, explain the position of Brite.

Hallow Drinks launches a flavoured water into a market growing 15 per cent a year. Its share sits well below the market leader's. Which BCG category fits?

Merrin Soap's oldest bar outsells every rival in a market that has not grown for a decade. How should the business treat it?

Ravello Coffee roasts coffee beans and, since 2024, has sold cold-brew coffee in cans. The cold-brew market grew 28% in 2025. Ravello’s cans hold 5% of it; the market leader holds 35%. Explain why Ravello’s cold-brew cans are a question mark in the BCG matrix.

Corin Tools has two products. Product A has a relative market share of 1.8 in a market growing 14 per cent a year. Product B has a relative market share of 0.4 in a market growing 2 per cent a year. How are they classified?