![]() ![]() Dogs, more charitably called pets, are units with low market share in a mature, slow-growing industry.Cash "milked" is used to fund stars and question marks, that are expected to become cash cows some time in the future. They are to be "milked" continuously with as little investment as possible, since such investment would be wasted in an industry with low growth. They are regarded as staid and boring, in a "mature" market, yet corporations value owning them due to their cash-generating qualities. These units typically generate cash in excess of the amount of cash needed to maintain the business. Cash cows is where a company has high market share in a slow-growing industry.To use the chart, analysts plot a scatter graph to rank the business units (or products) on the basis of their relative market shares and growth rates. ![]()
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