University:
Missouri State University
Course:
MKT 764 | International Logistics And Global Supply Chain Management
Academic year:

2022
Views:

299

Pages:

3
Author:

Alma Stephenson

Boston Matrix and the product portfolio Product portfolio defined • A product portfolio is the collection of all the products and services offered by a company • A detailed analysis of this portfolio can provide insights into the sources of company sales and profits, and growth prospects • This is just some of the products in the portfolio of Unilever Boston Matrix Introduction • The Boston matrix is a marketing planning tool which helps managers to plan for a balanced product portfolio • It looks at two dimensions: market share and market growth, in order to assess new and existing products in terms of their market potential • It helps marketing managers work out how much to spend on each product Have a go at drawing one, larger version of this blank on the next slide. You won’t need to draw one in an exam, but it will help you to learn about this business analysis tool.