Prodcut Portfolios Flashcards
What is a firms product portfolio ?
A list of all the products it sells
Why does a business aim to have a balanced portfolio ?
Because they ideally want to be selling a variety of products
What is the Boston matrix used for in firms ?
To analyse its products portfolio
What are properties of question marks ?
New product
Small market share
High market growth
What are properties of dogs ?
Low market share
Low market growth
What are properties of cash cows ?
Bring in plenty of money
High market share
Low market growth
Occur in the maturity phase
What are properties of stars ?
High market share
High market growth
Future cash cows
What does a balanced portfolio mean ?
A business can use money from its cash cows to invest in its question marks so they can become stars
