ProduktmixEntscheidungen

Produktmixents is a term used in some German-language business writings to describe the systematic planning and management of a company’s product mix across markets and channels. It encompasses how an organization decides which products to offer, in what variants, and at what prices, with the aim of aligning the portfolio to strategy, customer needs, and profitability. The concept emphasizes coherence between product development, marketing, sales, and supply chain to achieve optimal market coverage and resource use.

Scope and concepts: The term covers breadth (the number of product lines) and depth (the variety within each line), lifecycle management, cannibalization risk, packaging and branding, and channel-specific adaptations. It involves portfolio optimization to balance core, growth, and exit candidates, and to ensure that the mix supports strategic priorities such as entry into new segments or protection of margins on mature products.

Techniques and tools: Practitioners apply portfolio analyses such as ABC analysis, margin contribution, and cannibalization modeling, along with scenario planning and SKU rationalization. Data sources include sales by product and channel, market research, and supply chain constraints. The process often uses a stage-gate approach to product development and regular reviews to adjust the mix.

Implementation and governance: Effective execution requires cross-functional teams, clear decision rights, and governance calendars. Localization considerations may dictate different assortments by region or store format, while digital channels enable dynamic personalization of offers.

Criticism and limitations: The concept can privilege short-term profitability at the expense of long-term innovation if not balanced, and it demands high-quality data and governance. It may also face internal resistance when reallocating resources away from entrenched products.

See also: product portfolio management; assortment planning; SKU rationalization; category management.