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Question Marks

The document discusses question marks, which are business units with high growth potential but low market share that consume cash and lose money. Companies are advised to invest in question marks if the product has growth potential, or sell if it does not. Question marks are products in new markets that can become revenue generators or loss-making depending on how issues are managed.

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Xâlmañ Kháñ
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60 views1 page

Question Marks

The document discusses question marks, which are business units with high growth potential but low market share that consume cash and lose money. Companies are advised to invest in question marks if the product has growth potential, or sell if it does not. Question marks are products in new markets that can become revenue generators or loss-making depending on how issues are managed.

Uploaded by

Xâlmañ Kháñ
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Question marks:

These parts of a business have high growth prospects but a low market share. They consume a
lot of cash but bring little in return. In the end, question marks lose money. However, since
these business units are growing rapidly, they have the potential to turn into stars in a high
growth market. Companies are advised to invest in question marks if the product has the
potential for growth, or to sell if it does not. 

Description:

Products in high growth markets with a low market share. Products or business units of the
company that are still in the nascent stage of their product lifecycle and can either become a
revenue generator by taking the position of a Star or can become a loss-making machine for the
company in the future The industry has high potential to grow hence giving the room to the
products to grow as well only if the pertinent issues are managed effectively.

Question marks:

1. Most businesses start as Question marks.

2. These business units or products require high capital investment.

3. They can either become Stars and then Cash cows or and turn in Dogs as well.

4. As the brand has not been able to gain widespread popularity similar to Coke.
Therefore, the brand is losing its popularity. However, in some areas, it has been
able to obtain a generous sales volume.

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