Boston Matrix
A tool for managing your product portfolio — which products to invest in, maintain, or drop.
Formula
Relative Market Share = Brand Sales / Largest Competitor Sales
Real World
Coca-Cola classifies its core Coke brand as a Cash Cow — low market growth but dominant market share — while newer drinks like Coca-Cola Energy are Question Marks requiring heavy investment.
Exam Focus
Always name the quadrant and justify placement using both axes; examiners penalise answers that only mention one dimension.
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