Five questions. Your score will be added to your Top Hat as bonus after the due date $($May $2).$

Question $1$

$1pts$

Procter & Gamble owns the Oil of Olay and Cover Girl brands. The selfie$/$Instagram world has led to rapid growth in the beauty and personal care segment, at over $10\%$ annual growth. Oil of Olay is a strong player with a high relative market share in this segment. Cover Girl brand has had a shrinking market share in the past $10$ years, and it is less than half of that of Oil of Olay. Given this information, and according to the Boston Consulting Group Matrix, Procter & Gamble should $q,$

utilize detailed consumer research to determine how to turn Oil of Olay, a "problem child or question mark" into a "star."

$$ hold Oil of Olay and milk the "cash cow's" profits utilizing strategies to hold market share.

invest in product development and invention in the Oil of Olay brand, as it is a "star."

maintain equal pressure on Oil of Olay and Cover Girl, both "cash cows".

$$ divest of Cover Girl, as it is a "dog" that will not provide growth.