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Stars

Question Marks

Dogs

Cash Cows

Low Market Share High

Low

High

Market G

rowth

Important

Unimportant

Not Urgent Urgent

A

B

C

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1. Point 2. Point 3. Point

Text

1. Point 2. Point 3. Point

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1. Point 2. Point 3. Point

Yes

No Yes

No

Yes

No Yes

No

Yes

No

Effect

Cause 3 Cause 1 Cause 2

Cause 6 Cause 4 Cause 5

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Component

Component

Component

Component

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Positive Forces

Negative Forces

Then Now

Direction

Direction

Direction

Direction

Direction

Direction

Direction

Direction