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The ____ is a model that enables managers to analyse their ____ of products, brands or businesses. The matrix analyses the position of a product using two dimensions. Firstly it looks at the relative ____ of a product compared with competitors. Secondly, it uses the rate of market ____ to identify whether products are in fast or slow-growth markets. There are four categories: ____ - a product with a high share of a fast-growing market ____ - a product with a high share of a slow-growth or mature market ____ mark or problem child - A product with a relatively low market share in a fast-growing market ____ - Product with a low market share and low growth. Ideally, a firm will have several ____ - since these are the products which generate the highest ____ over time. However, a problem with a portfolio of stars is that they require continued ____ in order to sustain their performance. So it useful for a firm to also have one or more cash cows which have the advantage of providing strong, positive ____ to support investment.

NCFE - Boston Matrix (Gap Fill)

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