Product portfolio analysis

1. Product portfolio analysis is a strategic tool used by businesses to evaluate their product offerings and make informed decisions about their product mix.
2. The analysis involves assessing the performance of each product in terms of sales, profitability, market share, and growth potential.
3. The goal of product portfolio analysis is to identify which products are generating the most revenue and which ones are not performing well.
4. By analyzing their product portfolio, businesses can determine which products to invest in, which ones to discontinue, and which ones to improve.
5. Product portfolio analysis can help businesses identify gaps in their product offerings and develop new products to fill those gaps.
6. The analysis can also help businesses identify which products are complementary and should be marketed together.
7. Product portfolio analysis can be conducted using various tools, such as the Boston Consulting Group (BCG) matrix, the GE-McKinsey matrix, and the Ansoff matrix.
8. The BCG matrix categorizes products into four categories: stars, cash cows, question marks, and dogs, based on their market share and growth rate.
9. The GE-McKinsey matrix evaluates products based on their industry attractiveness and competitive position.
10. The Ansoff matrix helps businesses identify growth opportunities by analyzing their current product offerings and potential new markets.