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Business and Competitive Analysis: Effective Application of New and Classic Methods, Second Edition by Babette E. Bensoussan, Craig S. Fleisher

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21. Product Line Analysis

Product line analysis (PLA) is the process of examining a company’s product line to determine whether the line is maximizing the company’s use of resources and is able to meet its strategic goals. The process involves assessing whether the correct volume and type of products are present in the line, an awareness of the life-cycle stages products are in, the manner in which product markets are segmented, the methods by which products are marketed to those segments, how the product is perceived by customers in the marketplace, and how a company allocates resources to products within its line.

Background

Considerable advancements in products were being made available in the marketplace after World War II that made a difference ...

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