MKTG3501 Lecture Notes - Lecture 9: Customer Retention, Dominant Design, Strategic Management
Document Summary
Portfolio analysis: required to strategically assess where the business is and where they want to go with their current and future products/brands, various portfolio models, product life-cycle model, market growth vs share development model, ge-mckinsey multi-attribute portfolio model. Price-quality model - provides an overview of the product positioning and the market segments a company services along the price-quality continuim car models/cameras/coffee. Portfolio a is an unbalanced product portfolio this company has not invested in new products and as the products continue to move through the plc sales and profits will eventually decline. Portfolio b is a balanced portfolio with high percentage of sales (shown with the size of the circles) - at the late- growth and mature stages of the plc this will result in high profitability. This company also has a great future as a third of the sales are in the early or growth stages.
