Question: The Kitchen Co . has been manufacturing a broad line of kitchen appliances for over 1 0 0 years. Its portfolio includes hand mixers, choppers,
The Kitchen Co has been manufacturing a broad line of kitchen appliances for over years. Its portfolio includes hand mixers, choppers, dicers, and even a line of brightly colored spoons aimed at small children. The hand mixer, which was the first product line the company entered back in remains a sound, steady performer in the marketplace, with a substantial share of a loyal market segment.
In recent years, the performance of the choppers has been disappointing. Sales have been declining every year despite a determined effort by the company to offer an easytouse, wellmade product at a reasonable price. A recent analysis by the Kitchen Co marketing team indicates that both market size and Kitchen Cos share of the market are declining in this area.
The dicer line is the companys present pride. The dominant brand in a rapidly growing market, Dynamic Dicers has proven themselves the companys big profitproducer for the s The results are still out on the childrens spoons. Only recently introduced, they have not yet captured a large share of the market. Kitchen Cos management feels the line is stylish and will ultimately capture a substantial share of this rapidly growing market."
According to portfolio analysis based on market share and market growth, the Dynamic Dicers is:
a cash cow
b dog
c question mark
d star
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