BOSTON MATRIX DOG
The Dog area of Stella McCartney Ltd is her lingerie range. It has a low market share in the industry which does not have much room for expansion. The lingerie sector is a competitive market, and with such competitors as Calvin Klein and Emporio Armani, Stella’s linngerie collection does not have a forceful presence in the market. Investing more money into the area may
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result in a negative cash flow. Although the dog of the campany was listed as the lingerie collection, lately there have been endorsements and investments into the area in order to the boost sales...
(Stella McCartney Ltd, 2014)