1.3.5 product portfolio analysis Flashcards
what is product portfolio analysis?
can be used to analyse and track the development of multiple products, and identify here products are positioned in the market.
what are the stages of the product life cycle?
- introduction
- growth
- maturity
- decline
features of the introduction phase?
- negative cash flow
- high costs
- low revenue
- low unit sales
- heavy promotion
features of the growth phase?
- growth in sales
- decrease in costs
- improvement of cash flow
- new distribution channels
features of the maturity stage?
- high cash flow
- low costs
- intense competition
- high profit
features of the decline phase?
- decrease in sales
- decrease in revenue
- low cash flow
- decreased profit
what is the boston matrix used for?
it is used to analyse a business’ product portfolio
features of a star on the boston matrix?
- high market share
- high growth
- product in growth phase
features of a question mark on boston matrix?
- low market share
- high growth
- requires heavy investment
- lot of competition
features of a cash cow on a boston matrix?
- high market share
- low growth
- maturity phase
features of a dog on a boston matrix?
- low market share
- low growth
- declining phase
what is b2b marketing?
industrial marketing
where businesses are selling to other businesses
what is b2c marketing?
where businesses are selling to the public (consumer)
how to develop customer loyalty?
- good communication
- customer incentives
- excellent customer service
- quality product/service
