Product portfolio analysis Flashcards
Market growth
attractiveness to the market
-› it is only a guess
Market share
how much of the market is captured
-› it is a fact
it can be measured in the sold products, or the income
The BCG Matrix
-› stars: high growth, high share (pl: iPhone)
-› cash cows: low growth, high share (pl: MacBook, returning costumers mostly)
-› question mark: high growth, low share (don’t know what to do)
-› dogs: low growth, low share (legacy products like iPods)
The BCG Matrix strategies
-› Holding strategies (stars, cash cows): just leave it alone
-› Building strategy: invest in it and cross fingers
-› Harvesting strategy: milking positive cash flow and using it in other fields
-› divesting strategy: get rid of it
Ansoff Matrix
illustration in the excercise book!
DEALS WITH PRODUCTS AND MARKETS
-› market penetration - lower price, more marketing
-› market development - existing product but new market (pl: iPad from fun to study and business product)
-› product development - new product but in an existing market (iphone + airpods or cases)
-› diversification - totally nem product and market