According the BCG Matrix, sectors can be categorised into four groups: cash cows,
dogs, question marks or stars. Cash cows have high market share in a slow-growing,
mature market and generate a cash surplus. Dogs have low market share in a mature,
slow-growing market and break even. They are kept because of the social benefits of
providing jobs and possible synergy. Question marks are growing rapidly and thus
consume large amounts of cash. They have the potential of gaining market share and
of becoming a star if successful, or a dog if not. Stars have high market share in a
fast-growing market. To sustain this position extra cash may be required. When
growth slows down they become cash cows or dogs.