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<p> 4- The Dogs are those businesses that have a low market share located in a low growth industry. Ineffective marketing, poor quality of the product is one of the reasons of having a low market share. The businesses are not able to generate any cash and adopt a retrenchment strategy in order to maintain a market share at the cost of its competitors. </p>
<h2>Limitations of BCG Matrix</h2>
<p> 1- The market is not clearly identified in this matrix.</p>
<p> 2- A high market share does not always suggest a high profit; it can also engage a high cost as well.</p>
<p> 3- Growth rate and market are not the only factors to generate profits, other indicators has been overlooked in this matrix.</p>
<p> 4- Dogs can provide competitive advantage to other businesses and can earn even more then Cash Cows. 
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