However, through various competitive strengths and competitive will, the portfolio is developed and provided with significant investment and gains market share quite rapidly. This means that initially they start out as a question Mark, as identified in this BCG matrix example. Some firms will see question marks as having significant potential – this often happens with larger firms who are late entrants to a market that is transitioning from the introduction phase to the growth phase. Lets say, for example, you want to have a lemonade stand, but youre not sure if you can get access to lemons. For example, we developed this matrix as an example of how a brand might evaluate its investment in various marketing channels. In this reading of the BCG Matrix of Apple, we will analyse the company’s low growth products, products that attract sales, high growth products, and products that may attract sales or may become low growth products in future. As a result, question marks gradually lose market share and typically end up as dogs – is also shown in the BCG matrix example. BCG Matrix of Apple contains the Dogs, Stars, Cash Cows, and the Question Mark. The axes help divide the matrix into four different quadrants: Dogs, Question Marks, Cash Cows, and Stars.

In reality, most firms are not willing to take the chance on a question mark portfolio. On a BCG matrix graph, the vertical axis considers the growth rate from low to high, whereas the horizontal axis considers the relative market share from high to low. However, the more difficult decision lies with the question mark and whether it is worthwhile investing in trying to build the business. Here is the strategic analysis of Apple products.

Bcg matrix question mark example