High sales allow companies to achieve significant economies of scale. Hence, the primary source of sales volume is from repeat purchases. At the mature stage, most consumers have used or purchased the product. When the market matures, the company cannot rely on sales growth from new customer demand. The company might have a strong brand image that allows customers to be loyal and willing to buy products repeatedly. The rational options are to stop or divest.Ī high market share means that the company posts high sales. Dog: product with a low market share in the low market growth.The primary strategy is to build and increase market position. Question mark: product with a low market share in the high market growth.The primary strategy is to keep or sustain a market position. Star: product with a high market share in the high market growth.It is one of four quadrants in the BCG matrix in addition to Star, Question mark, and Dog.
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