Product portfolio analysis

Question 1

Market growth

Answer 1

attractiveness to the market
-› it is only a guess

Question 2

Market share

Answer 2

how much of the market is captured
-› it is a fact
it can be measured in the sold products, or the income

Question 3

The BCG Matrix

Answer 3

-› 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)

Question 4

The BCG Matrix strategies

Answer 4

-› 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

Question 5

Ansoff Matrix

illustration in the excercise book!

Answer 5

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