This is a costly affair for a business as investments have been made in the product and in the promotion around the product. Some products remain stuck as a Question mark and become Dogs at an early stage.

The route to Dog should be postponed for as long as possible.

The most ideal development path of a product is that from Question mark to Star and Cash Cow. If this product is no longer of strategic importance to the company, this product will be divested. When a product is in the underdog position, it has a small market share in a mature market.