Additionally, sometimes dogs are starter products that help lead customers towards the purchase of higher performing products. Now remember, something in the dog category isn’t necessarily something that is unprofitable. However, there are exceptions to this rule. Typically, this will mean that you should dump these product lines to free up resources for other, higher potential, products. As I noted in the video, the dogs are those product lines in a market that is not growing and in which you have only a small market share. Okay, now that you understand what the BCG Matrix is and how it helps you classify your various product lines, I want to talk specifically about the dogs in your matrix and what to do with them. Before continuing, if you don’t know what the BCG Matrix is, please take a look at the old school BCG Matrix video I did a few years ago (just ignore the ridiculous hair): ![]() Today I want to dig up and add a little bit more to an old video I did on the BCG Matrix.
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