The most popular portfolio analysis models, both in marketing theory and practice, are the following: Boston Consulting Group (BCG) Matrix: This growth-share model mainly concerns the generation and use of cash within a certain organization and is considered to be the simplest and best-known model to analyze the strategic units within a certain company. In theory, at least, most marketers recognize that they should run their brands as a portfolio. The Product Portfolio Analysis was proposed in 1973 by Peter Drucker as a way to classify current and expected profitability. knowledge, CoDa has never been applied to product portfolio data or to innovation research. Boston Matrix• The Boston Consulting Group developed this as a tool of portfolio analysis• It can be applied to the portfolio of products produced by a firm or the portfolio of businesses owned by a firm• Portfolio is the collection of businesses or products that make up a business “Product marketing” is about marketing products. You’re telling potential clients that you’re able to deliver better quality work - and showing them the proof! The strategic analysis of the product portfolio determines if each product is measuring up to marketing management’s minimum performance criteria. Product managers should be responsible for the product roadmap, but portfolio marketing should be providing input. Provide two (2) real-life examples to support your rationale. In marketing, the use of portfolio analysis is done for the same two reasons mentioned above. Product Portfolio Analysis . The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. Back to previous Rate this term This grid is a portfolio planning tool that identifies 4 strategies for future growth: market penetration, product development, market development and diversification. A financial term Portfolio Analysis, is primarily the study of certain portfolio regarding its performance, ROI and associated risks.The study or analysis is conducted with two objectives viz minimizing the risks and maximizing the returns. Marketing dictionary Product Portfolio Analysis. New Product Recommendations: Leverage category trends and market intelligence and partner with Brand Marketing team to recommend SKU’s that are consumer-relevant and will elevate the ReadyRefresh portfolio to create differentiation vs. competitors in the marketplace. Designing and maintaining a healthy portfolio involves thorough understanding of the firm’s objectives and the markets it wants to serve. The business portfolio is the complete collection of products and businesses that make up a company. Who is in charge is less crucial when there’s good collaboration and interlock. Now these products vary in reference to the contribution they make to a company’s profits. The portfolio composition is a function of the balance between cash flows. A product portfolio manager may be responsible for allocating resources for optimal ROI, identifying areas of improvement, and keeping the products aligned with the organization’s broader strategy. 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