Theme 3

Boston Matrix

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• A strategic planning tool used to portray where a business's products are placed in terms of market share and market growth.
• Star - High market share and High market growth. (Cash neutral)
• Question Mark / Problem Child - High market growth and Low market share. (Cash absorbing)
• Cash cow - Low market growth and High market share. (Cash-generating)
• Dog - Low market growth and Low market share. (Cash neutral)

Ansoff Matrix

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• A strategic planning tool that assess the levels of risk, and consider the opportunities for each new or existing market and new or existing products. It also helps businesses to determine their growth into different markets.