Using the BCG Matrix
Shane Greyvenstein, Consultant, United States
1. Not necessarily. It might determine their potential in respect of revenue growth but this is not a primary consideration in this matrix; consider the picture as a whole.
2. In a strict sense, your growth potential is limited by population growth (assuming constant disability ratios) plus any trends in particular disability. An opportunity might be repositioning brands for the assistance market, for instance, as concerns the elderly. Here there is a trend towards an aging population in certain countries. It really depends on the products and their individual potentials.
3. You need to consider your industry. Note the position is *relative*. If it is typical for this industry to have low-margin, seasonal income that's one thing but if this is specific to your business you may have a problem. Benchmarking your own performance against competitors would be a good start.