In the BCG matrix, businesses with a small market share in a non-growing market are called Dogs, and they are often considered for divestiture due to their low potential for growth and profit.
According to the BCG matrix, businesses that have a very small share of a market that is not expected to grow are referred to as Dogs. These are the units within a company that are considered to have low market share in a mature, slow-growing industry. Dogs may not require substantial cash to maintain, yet they do not generate much cash either, and they typically do not have the potential for future growth. Companies might decide to divest or liquidate these business units, as they often return very little compared to the capital they consume. The BCG matrix also includes other categories such as Stars, Question Marks, and Cash Cows which are in stark contrast to Dogs in terms of market growth and share.