A great example of this is the recent leasing of the brand Above The Rim (ATR) by Collective Licensing International (CLI). It is very common for large companies to sell or lease out their dogs to other companies. In this case, dogs usually don’t get much attention from their owners because of the low return, therefore they are usually stagnant and represent relatively small investments. If your product or service is a dog, it means that it’s a relative drag on your resources and your investment in that offering has a low return. The vertical axis indicates the size of the market (actually the market growth rate, usually tied to the industry’s product life cycle (PLC) and also indicates capital investment in the brand) and the horizontal axis indicates market share of the product or service. It is pretty flexible and could also be applied to investment strategies, business units, strategic plans, or even home improvement projects. Generally, this model and others like it are used by a company’s management team to analyze the performance of its products and/or services (referred to as a brand in this post).
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