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BCG Matrix Question Mark Strategies and Examples
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Strategic Portfolio Management
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Gale Nichols
Student (University), Trinidad and Tobago

BCG Matrix Question Mark Strategies and Examples

What type of strategy and policies may be used by an organization or business unit for a product line which falls into the category "Question Mark" in the BCG Matrix?
Can you give an example of a company employing such Question Mark Strategy?
 
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Jaap de Jonge
Editor, Netherlands
 

Example of Question Mark Strategy

You will find many examples of question mark strategies in the high tech and pharma industries. One example is Google Glass.

Google Glass arrived and was liquidated in a short space of time. Apparently not even Google's products and services are all hits… Google Glass might have been another smart product that could have made its way into smart home networks. But Glass went the way of Google+, and many other Google tryout services, ending the possibility of a more immersive connected experience at least for now.

Google had been developing smart glasses for several years before a retail version became generally available in 2014, following a limited-availability run in 2013. This was during a time when smart devices, multitasking, and button-free commands became main topics and talking points in the tech industry. The company believed at the time that then was the right time to push Google Glass to consumers, as it offered a hand-free means of viewing content and performing tasks.
But it was abandoned due to disappointing initial sales figures. Reasons might have been that the price (±$1,500) was too high, or that the market was not yet ripe at the time.

 

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More on Strategic Portfolio Management:
Summary
Discussion Topics
topic Example BCG Matrix: Coca Cola & Pepsi Cola
topic 10% Limit in Market Growth in BCG Matrix
topic Company Strategy if Lacking Question Marks?
topic How do I Place my Products / Services in the BCG?
topic Why the Quadrants of BCG Matrix are Named as Star, Dog, Cow, Problem Child
🔥 Modified BCG Matrix 2.0
topic The BCG Matrix and Synergy Effects
topic BCG Matrix is useless!
topic BCG Matrix Star Strategies and Examples
topic Advantages and Disadvantages of Portfolio Planning Tools
topic Application of BCG Matrix in Forestry
topic Differences Between BCG Matrix and Ansoff Matrix
topic How to Calculate the Relative Market Share in BCG Matrix?
topic BCG Matrix in Emerging or Fragmented Markets
topic BCG Matrix: Can Dogs be More Lucrative than Cash Cows?
topic Direction of Arrows in the BCG Matrix
topic Distinction Between PLC and BCG Matrix?
topic Assumptions of the BCG Matrix
👀BCG Matrix Question Mark Strategies and Examples
topic The 4 BCG Categories are not Always Stages
topic Cash Cow Strategies and Examples
topic BCG Matrix for Start-ups
Special Interest Group

SIG Leader

Do you know a lot about Strategic Portfolio Management? Become our SIG Leader
Knowledge Center

Strategic Portfolio Management
Knowledge Center


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