Understanding  Portfolio

A portfolio is a collection of assets or products owned by an individual or business. The assets could be financial investments, real estate, art, or even a company's products. A product portfolio can be a range of products owned by a company that caters to different market segments.

What is Product Portfolio Analysis?

Product Portfolio Analysis involves the evaluation of a company's products or services to determine their market fit and profitability. It helps the company to identify underperforming products and focus on high-performing products. This analysis aids in making informed decisions concerning which products should be continued, discontinued, or introduced in the market.

How does Brand Positioning Strategy apply to Portfolio?

Brand positioning strategy refers to how a company positions its brand in the market. Companies may have multiple brands under their portfolio, and each brand may require a different brand positioning strategy to appeal to its respective target audience.

What are Market Share Growth Tactics in Portfolio?

Market share growth tactics involve strategies that companies employ to increase their share of the market. These strategies include product diversification, expansion into new markets, acquisitions, and competitive pricing.

How does Competitive Benchmarking Research apply to Portfolio?

Competitive benchmarking research is useful when analyzing a company's product portfolio. It involves researching a company's competitors and comparing their products' features, prices, and performance with that of the company's products. This research helps companies identify areas where they can improve their offerings and make them more competitive in the market.

What is a Product Development Roadmap in Portfolio?

A product development roadmap is a plan outlining the steps needed to develop new products or improve existing ones. It includes identifying new product opportunities, conducting market research, determining customer needs and preferences, developing prototypes and conducting testing before launching new products into the market.

Conclusion

Having a good understanding of your business’s portfolio is critical for success. Employing effective strategies such as Product Portfolio Analysis, Brand Positioning Strategy, Market Share Growth Tactics, Competitive Benchmarking Research, and Product Development Roadmaps can help businesses optimize their portfolios and gain a competitive edge in their respective markets.

References

  1. "Portfolio Management: A Strategic Approach" by Susan B. Gavronsky
  2. "Product Portfolio Management" by Hendrik-Jan Van der Waal
  3. "Brand Positioning: Strategies for Competitive Advantage" by Subroto Sengupta
  4. "Market Share Analysis: Evaluating Competitive Marketing Effectiveness" by Lee G. Cooper and Robert W. Ruekert
  5. "Product Development: A Structured Approach to Consumer Product Development, Design, and Manufacture" by Anil Mital
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