Productportefeuillestrategie

Productportefeuillestrategie refers to the set of decisions and actions used to shape the mix of products offered by a company, with the aim of supporting corporate objectives, optimizing profitability, and managing risk. It covers how a firm chooses which products to develop, maintain, modify, diversify, or discontinue, and how resources such as budget, people, and capabilities are allocated across product lines.

Key elements include the breadth and depth of the product mix, product lifecycle management, brand architecture, pricing strategy, and portfolio governance. A well-managed portfolio balances growth-oriented products (new or evolving offerings) with cash-generating, mature products and a pipeline that mitigates concentration risk.

Common analytical tools include the BCG growth‑share matrix, GE/McKinsey matrix, and Ansoff's growth matrix, used to assess market attractiveness and business-unit strength and to identify opportunities such as market penetration, product development, market development, or diversification. Portfolio decisions should align with marketing strategy, R&D capabilities, manufacturing capacity, and sales channels.

Typical process: define strategic objectives; map the current portfolio; analyze performance, costs, margins, and growth potential; identify gaps and risks; evaluate options; approve actions such as invest, divest, or pause; and monitor with ongoing metrics.

Outcomes include improved allocation of scarce resources, clearer product-roadmap governance, and better risk diversification. Risks involve cannibalization, misjudged market trends, and overextension of capabilities, underscoring the need for regular review and executive oversight.