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Dogs

One of the four categories on the Boston Matrix – a tool of product portfolio analysis that classifies a business’s products according to market share and rate of market growth. Dogs are products with a small share of a low growth or stagnant market. They resemble products at the decline stage of the product life cycle. Such products should, however, not necessarily be dropped. In some cases, despite the small share and low growth, the revenue and, in particular, profit they bring in may be significant. They may also be an essential part of a product range. In which case dropping those from the portfolio could negatively affect sales of other items in the product range. In some cases, there may also be scope for revival.

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