Produktlinienführung

Produktlinienführung, also known as product line management, is a strategic approach to managing a group of related products or product lines. The core idea is to create and maintain a portfolio of products that collectively meet the needs of specific market segments and achieve the overall business objectives of a company. This involves making decisions about which products to develop, how to position them in the market, how to price them, and when to retire them. Effective Produktlinienführung ensures that individual products contribute to a coherent overall strategy, avoiding cannibalization where possible and maximizing the synergies between different offerings.

Key activities within Produktlinienführung include market analysis to identify customer needs and competitive landscapes, product portfolio planning to define the optimal mix of products, product development and lifecycle management to ensure products are relevant and profitable throughout their existence, and marketing and sales strategy alignment to effectively communicate the value proposition of the product line. A well-managed product line can lead to increased market share, improved customer loyalty, and enhanced profitability by catering to diverse customer preferences within a focused area. It requires a deep understanding of both the market and the company's capabilities.