Did you ever hear an adult say they didn’t know what to do with a child? The same question or problem arises when a product has a low share of a high-growth market. Managers classify these products as question marks or problem children. They must decide whether to invest in them and hope they become stars or gradually eliminate or sell them. For example, as the price of gasoline soared in 2008, many consumers purchased motorcycles and mopeds, which get better gas mileage. However, some manufacturers have a very low share of this market. These manufacturers now have to decide what they should do with these products.
You are here
Home » Principles of Marketing » Strategic Planning » Strategic Portfolio Planning Approaches » The Boston Consulting Group Matrix
Questions Marks or Problem Children
- Front Matter
- Body Matter
- Back Matter