BIC is the world's largest producer of ballpoint pens. The market for ballpoint pens remains steady, but prospects for future growth are limited as new innovations in writing technology are expected to emerge. According to the BCG matrix, ballpoint pens are a __________ for BIC.
A) question mark
B) sleeping giant
C) cash cow
D) star
E) white elephant

Question

Quizplus · Accepted Answer

According to the BCG matrix, cash cows are products with a high market share in a low-growth market. Ballpoint pens are a mature product with a steady market, but limited opportunities for growth due to emerging technologies. Therefore, ballpoint pens are considered a cash cow for BIC.

BIC Is the World's Largest Producer of Ballpoint Pens