Product Portfolio Analysis.ppt

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<p>Product Portfolio AnalysisXIME</p> <p>Product Portfolio AnalysisProduct portfolio analysis looks at the range of products and brands (product portfolio) that a firm has under its control. This type of analysis can help a firm identify where every single one of its products is positioned in the market. Perhaps the most common type of product portfolio analysis that firms use to analyse their product mix is the BCG Matrix. The AQA specification states that students need to know this form of product portfolio analysis.</p> <p>TATA group runs a business Empire. How many different type of products does they have under its control?</p> <p>XIME</p> <p>2.15 Product 2</p> <p>Product Life Cycles and the BCG Matrix</p> <p>Product Life Cycle shows the stages that products go through from development to withdrawal from the market</p> <p>Product Portfolio the range of products a company has in development or available for consumers at any one time</p> <p>Managing product portfolio is important for cash flow</p> <p>3</p> <p>BCG Matrix</p> <p>XIME</p> <p>4</p> <p>The BCG MatrixThe BCG Matrix:A means of analysing the product portfolio and informing decision making about possible marketing strategies Developed by the Boston Consulting Group a business strategy and marketing consultancy in 1968 Links growth rate, market share and cash flow</p> <p>What do these terms mean?5</p> <p>BCG Matrix key terms..</p> <p>6</p> <p>Drawing the BCG Matrix</p> <p>7</p> <p>The BCG Matrix - STARSStars products in markets experiencing</p> <p>high growth rates with a high or increasing share of the market- Potential for high revenue growth</p> <p>8</p> <p>The BCG Matrix Cash Cows</p> <p>Cash Cows: High market share Low growth markets maturity stage of PLC Low cost support High cash revenue positive cash flows9</p> <p>The BCG Matrix - DogsDogs: Products in a low growth market Have low or declining market share (decline stage of PLC) Associated with negative cash flow May require large Is your product starting to sums of money to embarrass your company? support10</p> <p>BCG Matrix - ? Problem childQuestion mark ??? Or Problem Child: Products having a low market share in a high growth market Need money spent to develop them May produce negative Problem children worth spending cash flow good money on? Potential for the future?11</p> <p>-</p> <p>-</p> <p>The BCG MatrixMarket Growth HighProblem Children</p> <p>Stars</p> <p>Dogs</p> <p>Cash Cows</p> <p>Low</p> <p>Market Share High12</p> <p>What stage of the BCG Matrix are these at?</p> <p>Put these onto a grid</p> <p>XIME</p> <p>13</p> <p>BCG Matrix GridMarket Growth</p> <p>Problem ChildrenHigh</p> <p>Stars</p> <p>DogsVideo</p> <p>Cash Cows</p> <p>Low</p> <p>High 14 Market Share</p> <p>The BCG MatrixImplications: Dogs:Are they worth persevering with? How much are they costing? Could they be revived in some way? How much would it cost to continue to support such products? How much would it cost to remove from the market?15</p> <p>The BCG MatrixImplications: Problem Children:What are the chances of these products securing a hold in the market? How much will it cost to promote them to a stronger position? Is it worth it?</p> <p>16</p> <p>The BCG MatrixImplications: Stars:Huge potential how? May have been expensive to develop why? Is it worth spending money to promote? What issues are there with product life cycle?</p> <p>17</p> <p>The BCG MatrixImplications: Cash Cows:Why are they cheap to promote? Generate large amounts of cash are these used for further R&amp;D? Do you think there are any costs of developing and promoting these products? Is there a need to monitor their performance the long term? What stage of the PLC are these at?18</p> <p>The Product Life Cycle and the BCG MatrixSales (1) (2) (3)Importance of (3) Cash from (2) Cash from B maintaining a C (1) A is at maturity The product used support balance of products used to support stage to cash cow. portfolio four growth of funds D and in the portfolio atfor Generates C through growth products in the possibly toto finance different stages of the development of stage and portfolio the PLC D. BCG extension strategy D launch A Matrix now helps with the for B? possibly a dog? analysis</p> <p>D</p> <p>A</p> <p>B</p> <p>CTime19</p> <p></p> <p>Portfolio AnalysisGE Tool for Analyzing Opportunities &amp; Ability to Compete</p> <p>GE Portfolio Analysis</p> <p>Classification of SBUs/products into nine cell matrix based onMarket AttractivenessMultiple Indicators</p> <p>Business StrengthMultiple Indicators</p> <p>22</p> <p>XIME</p> <p>23</p> <p>Steps In Developing GE Matrix1. Select Factors &amp; Indicators. 2. Assign each indicator a weight (total = 1) based on its importance. 3. Rate the industry on industry indicators and company on business indicators on scale of 1(weak) 5 (strong). 4. Multiply weight times rating and total for summary measures.24</p> <p>GE Portfolio Analysis Sample Industry/Market Indicators Market FactorsSize Growth Rate Cyclicality Seasonality</p> <p>CompetitionType of competitors Degree of Concentration</p> <p>Financial &amp; EconomicContribution Margins Barriers to Entry or Exit25</p> <p>GE Portfolio Analysis Industry/Market IndicatorsTechnologicalPatents &amp; copyrights Will it become obsolete</p> <p>SociopoliticalSocial attitudes &amp; trends Laws &amp; government regulations</p> <p>26</p> <p>GE Portfolio Analysis Business Strength Indicators MarketCompanys Market Share Companys Sales or Share Growth Rate</p> <p>CompetitionStrength of product, promotion, price, distribution, financial resources, management relative to competition</p> <p>Financial &amp; EconomicCompanys Margins Economies of scale27</p> <p>GE Portfolio Analysis Business Strength Indicators TechnologicalCompanys ability to cope with change Technological skills Patent Protection</p> <p>SociopoliticalCompanys responsiveness &amp; flexibility</p> <p>28</p> <p>GE Portfolio ExampleMarket Factor Size Growth Profit Margins Weight .33 .33 .34 Rating (1- 5) 5 3 2 Value 1.65 .99 .68 3.32 .33 1.65 .68 2.66</p> <p>Business Market Share .33 Product Quality .33 Distribution Net .34</p> <p>1 5 2</p> <p>29</p> <p>Thank YouXIME</p> <p>30</p>