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The Ultimate Guide to Strategic Marketing: Real World Methods for Developing Successful, Long-term Marketing Plans by Robert Hamper

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4Step 3: Strategic Portfolio Analysis

Introduction

So far, the environmental analysis has dealt with individual products. In contrast, portfolio analysis looks at the total company picture. Your firm must have a systematic approach if it is to understand how all its products fit together and how the product mix affects the overall allocations of scarce assets to each product and strategy. This portfolio analysis, in turn, will affect individual product plans, since each individual plan is a part of the total marketing plan to reach company objectives.

Portfolio analysis depicts the current and projected position of the company’s entire product portfolio as dictated by its current strategy. In this chapter, the Portfolio Business Profile Matrix, ...

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