Question $1$

$1pts$

Procter & Gamble owns the Oil of Olay and Cover Girl brands. The selfie$/$Instagram world has led to rapid growth in the beauty and personal care segment, at over $10\%$ annual growth. Oil of Olay is a strong player with a high relative market share in this segment. Cover Girl brand has had a shrinking market share in the past $10$ years, and it is less than half of that of Oil of Olay. Given this information, and according to the Boston Consulting Group Matrix, Procter & Gamble should

maintain equal pressure on Oil of Olay and Cover Girl, both "cash cows".

divest of Cover Girl, as it is a "dog" that will not provide growth.

utilize detailed consumer research to determine how to turn Oil of Olay, a "problem child or question mark" into a "star."

invest in product development and invention in the Oil of Olay brand, as it is a "star."

hold Oil of Olay and milk the "cash cow's" profits utilizing strategies to hold market share.