Question marks is the third quadrant which represents those business units which are having lower market share in a rapidly growing market and it requires substantial investment on the part of the company, while the last quadrant is called dogs which represent those business units which have low market share and industry too is on the declining trend which leaves no scope for company to have good cash flows. Stars is the first quadrant which represents those business units which have higher market share in a rapidly growing industry which results in higher cash inflow for the company, while cash cows is the second quadrant which represents those business units which have higher market share in stable industry resulting in higher cash inflow for the company without much of investment. The four quadrants or scenarios of BCG matrix are called stars, cash cows, question marks, and dogs. BCG matrix has four types of scenarios with respect to the market share of the company, cash flow generation and growth rate of the industry in which the company is operating.
Full form of BCG matrix is Boston Consulting Group Matrix. BCG matrix is the term used in the context of management. In case of English we all have read letters BCD and in case of management, all management students read the letters BCG.
