Product Portfolio : Boston Matrix 1.3.5
Product Portfolio analysis - assesses the position of each product or brand in a firm's portfolio to help determine the right marketing strategy for each. Product Portfolio - range of items sold by a business. It can be analysed using the Boston Matrix. Boston Matrix - A model used to analyse the strategic position of product and brand portfolios. The Boston Matrix categorises the products into one of four different areas, based on: ▪ Market Share - does the product being sold have a low or high market share? ▪ Market Growth - are the numbers of potential customers in the market growing or not? One product is too big a risk, product portfolio is less risky as there is various products in which to receive financial gain. The four categories can be described as followed: 1) STARS ( HIGH MARKET SHARE AND HIGH GROWTH RATE) Strategy : ▪Invest to sustain growth ▪Maintain or build market share ▪Repel challenges from competitors ▪Create barriers to entry ...