Using the BCG matrix illustrated in Figure 4. 13 review the investments from the list below.

Investment $\mathrm{A}$ is a new product that has been released into the industry. It seems to be experiencing growth at this time.
• Investment B has been hanging on, operations have flagged and we are not making much profit on these products.
• Investment $C$ has recently seen a lot of product growth and is producing some good returns. We don't know how long this will be sustained in the current environment so are watching this investment closely.
• Investment D has slowed down in terms of growth but is still producing good returns.
• Investment $E$ is still seeing good returns but seems to be levelling off. We have the marketing director reviewing the market place to see what the trajectory is likely to do in the future.
• Investment $F$ is a product brought to market some months ago but the marketing director has reported that it is not making any progress in terms of growth or returns.

(a) Position where you perceive the investments sit on the BCG matrix.

(b) Further analyse these investments and determine the direction the investment could take-as illustrated in Figure 4. 14. Justify your reasoning.

Data from Figure 4. 13

Data from Figure 4. 14

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Low Figure 4.13 BCG growth share natrix, Boston Consulting Group Growth rate High Question ? Star Dog Cash cow Low High Market share