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Product Management: Business Portfolio

The document discusses product management and portfolio analysis. It explains that a business portfolio is a collection of products and businesses that make up a company. Portfolio analysis involves how management evaluates the products and businesses within the company. It then describes the Boston Matrix, which is a portfolio planning method that classifies strategic business units as stars, cash cows, question marks, or dogs based on their relative market growth and share. It provides descriptions of each category.

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javeljamaica
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48 views3 pages

Product Management: Business Portfolio

The document discusses product management and portfolio analysis. It explains that a business portfolio is a collection of products and businesses that make up a company. Portfolio analysis involves how management evaluates the products and businesses within the company. It then describes the Boston Matrix, which is a portfolio planning method that classifies strategic business units as stars, cash cows, question marks, or dogs based on their relative market growth and share. It provides descriptions of each category.

Uploaded by

javeljamaica
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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Name: Javell Page Subject: Management of Business

Product management
Business portfolio A business portfolio is a collection of business and products that make up the company

Port folio analysis The process by which management evaluate the products and business making of the company

Boston Matrix The growth share matrix is a portfolio planning method that evaluates a companys strategic business unit in terms of their market growth and relative market share. SBU are classified as stars, cash cows, question mark or dogs.

STAR

QUESTION MARK

$
STARS

cow dog
CASH COW

Stars are high growth, high share businesses are products. They often need heavy investment to finance their rapid growth. Eventually there growth will slow down and will they will turn into cash cow.

Cash cow Cash cows are low growth, high share businesses are product, these establish and successful SBUs need less investment to hold their market share, therefore may produce a lot of cash that the company uses to pay its bills and to support other SBUs that need investment

Question mark Question marks are low share business unit or products in high growth market. They require a lot of cash to hold their share, let alone increase it. Management need to think about which question marks it should build into stars and which it should phase out

Dogs Low market growth, low growth and low shares. They may generate enough cash to maintain themselves but dont promise to be large sources of cash

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