The products in quadrant "Dilemmas" are products which act on a market in

rapid growth, contribute to the development of the company, although their

development is uncertain. Dilemmas are
products in launch phase, while still not known for sure if will be a success or
not.

"Stars" are products acting on a fast growing market, they

holding leadership. Usually, a product in the growth phase is placed in this dial.

"Milking cows" are products occupy a leading position in a market in a

slow growth, stagnation or even decline. These products are the real values
undertaking in the sense that they bring profits and provide liquidity
financing other location products in other quadrants.

"Millstones" are products on the market to slow growth, stagnation or decline and
fail to hold leadership. They contribute to company profits and
or to improve its image. Since liquidity needs, the question of maintaining
or abandon them, but only after a thorough analysis of all the economic and
financial aspects.
Typically, a product in the decline phase is located in this quadrant.