Product Portfolios Flashcards
What is a product portfolio?
The range of different products that business sells.
What is meant by a balanced product portfolio?
Selling variety of different products, all at different stages of the product life cycle.
What is The Boston Matrix?
A way for a firm to analyse its product portfolio.
What is “Question Marks”?
All new products. They have a small market share but high market growth. Aren’t profitable yet and need heavy marketing to give them a chance of success.
What are “Stars”?
Have high market share and high market growth.
What are “Cash cows”?
Bring in plenty of money. Have high market share but low market growth.
Costs are low since they’ve already been promoted and are produced in high volumes.
What are “Dogs”?
Have low market share and low market growth.
