Boston Matrix; Sony
1. Question Mark/Problem Child – what the company is currently working on but hasn’t released to market yet. Unclear if it will be a success or a failure.
2. Star – the hot new product that the company is selling at a premium and the category is growing at a fast rate.
3. Cash Cow – a previous star, the Cash Cow is bringing in lots of money for the company, but has competition and can no longer price at a premium. The money from the cash cow goes into working on the Question Mark/Problem Child.
4. Dog – These are former cash cows that barely bring any money into the company any more and will eventually be stopped entirely.
