What does a "Question Mark" signify in market positioning?

A "Question Mark" in market positioning refers to a product or business unit that currently holds a low market share but operates in a market that has high growth potential. This positioning often indicates that, while the product or business has not yet established itself effectively in the market, there are significant opportunities for growth. Companies may consider investing resources into these areas to enhance market share and eventually turn them into "Stars," which are characterized by high market share and high growth.

The rationale behind focusing on "Question Marks" lies in the ability to analyze market opportunities: identifying whether it makes sense to invest in order to develop the product or unit further, or to divest if market conditions do not favor potential growth. This concept is pivotal for strategic planning, as it allows businesses to allocate resources effectively based on growth potential and current performance.