The way I look at this tool is that there is never enough marketing dollars to support all of your products or brands so this matrix can help you you should invest marketing dollars or not continue to put money into a loser.... decide if Students, for several years, thought Ford Motor should stop investing money into the Mercury brand (a Dog by the BCG definition-- low market share and low growth potential). I think those dollars could be more effectively used to fix the Lincoln luxury brand (a question mark with low market share but high growth potential). The previous CEO of Ford should have done this years ago! Please read the explanation of this matrix by the Boston Consulting Group, then watch my short sample video clip (both posted in material above), and share your thoughts on this tool by providing and example of a business you frequent -- what DOGS should they stop investing into, and how can they keep their STARS strong, COWS bringing in cash, and work on the QUESTION marks so they are in business 5-10 years from now? No repeat topics of your classmates please.