MKT 730 Chapter Notes - Chapter 11: Pizza Hut, Taco Bell, Product Market
14 May 2015
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Document Summary
A portfolio analysis provides a strategic snapshot of the current situation. A portfolio analysis model usually has two dimensions: a price-quality model and a product-life cycle model. Price-quality for toyota: contrasts price against product quality and brand status to develop effective product positioning and market segments that are served along the curve. Figure 11-2 product life-cycles of two product portfolios. Business has not invested in new products, and as the products move through their product life cycles, sales and profits will at some point decline. Good short-run profitability, but poor strategic market planning will eventually leave this business with declining sales and profits. High percentage of sales at the late-growth and mature stages of the product life cycle. Has a great future as roughly a third of sales occur during the early or growth stages of the product-market life cycle.
