They generate significant income and account for a significant percentage of the market share. A company should invest more in stars, as they are well-established products or brands in high-growth markets. Stars are found in the upper left quadrant of the matrix. Stars exhibit high growth and command high market share. The four cells of this matrix are designated stars, cash cows, question marks, and dogs. The horizontal axis of this matrix represents relative market share, while the vertical axis represents the market growth rate. ![]() The BCG matrix is divided into four quadrants and is based on two parameters – relative market share and the market growth rate.
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