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o

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Potential
Entrants

Threat of
New Entrants
Bargaining Bargaining
Power of Industry Power of
Suppliers Buyers
Competitors
Suppliers Substitutes
Rivalry Among
Firms

Threat of Substitute
Products or Service

Buyers
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o
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o

Direct
Cost of
Last Unit
Produced

Total Units Produced


o
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o

Structur
e
System Strateg
s y
Super-
ordinate
Goals
Skill Styl
s e
Sta
ff
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 Firm Infrastructure
SA M
Human Resource Management A
Technology Development R
G
Procurement I
Inbound Operations Outbound Marketing & Service N
PA Logistics Logistics Sales S

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 STAR QUESTION MARK
High
+ or – Large –
Industry Cash Flow Optimum Cash Flow
10% Cash Flow
Growth
(Cash Use) CASH COW DOG
Low
Large + + or –
Cash Flow Cash Flow
High 1.0 Low

Relative Market Share

(Cash Generations)

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High S I I I = Invest / Grow
Business
Medium H S I S = Selectivity / Earnings
Position
Low H H S H = Harvest / Divest
Low Medium High

Industry
Attractiveness

Leading G G G G
Strong G G G Y
Favorable G G Y R
Competitive
Tenable G Y R R
Position
Weak Y R R R
Nonviable R R R R
Embryonic Growth Maturity Aging

Industry Maturity
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o
o
o
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o
o
o
o
o

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o
o
o
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