The global leader in the cigarette lighter business is French company BIC,but the market is expected to decline in coming years as fewer people take up smoking.Realizing these factors,Gillette decided to sell its Cricket lighter division to Swedish Match.According to the BCG matrix,Gillette viewed Cricket as a ________.
A)question mark
B)sleeping giant
C)cash cow
D)dog

Question

Quizplus · Accepted Answer

Gillette viewed Cricket as a "dog" in the BCG matrix because they decided to sell the division due to the declining market for cigarette lighters, indicating it had low market growth and possibly a low market share, making it a less attractive business unit.

The Global Leader in the Cigarette Lighter Business Is French