PGE2 position highlights that we had made significant improvements and that our catch up strategy was working – this would signal to the firm that we need to continue the current strategy and even reinforce it in order to generate an even stronger position of acquiring annexed cash cow.Īs you can see, by year three the market growth had reduced and our firm will have the more significant cash cow, which probably cannot be overtaken in a mature market. If we failed to do that, then we run the risk of our position eroding and deteriorating back to a question mark and then ultimately down to a dog. At this point of the competitive situation, a key goal for us would be to build market share and become the market leader. However, for the purposes of discussion, let’s go back to the year one scenario – where both firms had stars, yet our competitor had a relative market share advantage.
