Four segments in the BCG matrix:

1. Cash Cows (high market share, low growth) - Keep investments low, while keeping profits high. Profits and cash generation should be higher because of low growth. 2. Dogs (low market share, low growth) - Liquidate, if they are not delivering cash. Avoid and reduce the number of these an organization maintains. Keep an eye out for expensive revival strategies - a dog is typically always a dog. 3. Stars (high market share, high growth) - Invest further in these - they incur high costs, but they are market leaders and should also generate lots of cash. Stars may balance on net cash flow, but the organization should try to maintain market share on this would because rewards are likely 4. Question marks (low market share, but high growth) - These have poor cash inflow, but have high demands and low returns due to low market share. Efforts should be made to change market share. If this isnt possible, this will likely turn into a dog as growth slows. Caution should be taken as high market share isnt the only consideration. High market share doesnt necessarily mean profit. Growth isnt necessarily the only valid measurement factor. Occasionally, dogs can earn more cash than cash cows.