To use segment reports to identify areas for investment, you need to evaluate the potential and attractiveness of each segment and prioritize them according to your goals and resources. Factors that can influence your evaluation and prioritization include segment size, growth potential, profitability, and risk. Based on these factors, you can classify your segments into four categories: stars, cash cows, question marks, and dogs. Stars have high size, growth potential, profitability, and market share but also high risk; cash cows have high size, profitability, and market share but low growth potential and risk; question marks have high growth potential and market share but low size and profitability, plus high risk; and dogs have low size, growth potential, profitability, and market share but high risk. By using this classification system, you can use segment reports to identify areas for investment that match your objectives and capabilities. For instance, you can invest in stars to enhance your competitive advantage or invest in dogs to improve your efficiency or profitability.