![]() ![]() As market leaders, these “stars” have a high return on investment (ROI). Stars have both a high market share and high market growth. A company cannot afford to fund every business unit in this area and must choose exactly which product it wants to invest money in. The strategy is therefore very clear: selection. The problem is that it requires a lot of investment to make a question mark product more successful because the item can’t support itself. to move into the “stars” category – entrepreneurs have to invest a great deal. In order for the products to be successful in the long term – i.e. ![]() These products are called question marks because it’s impossible to estimate any future development. ![]() These are generally new products and services that still have a small market share compared to that of the competition, but are in a rapidly growing market. Products in the “question mark” category are characterized by high market growth combined with a low market share. Depending on which zone the product is located in, different strategies can be established for your further planning. ![]()
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