Produktporteføljestyring

Produktportefølje refers to the complete range of products and services that a company offers to its customers. It represents the totality of what a business sells and encompasses all its current offerings. A well-defined product portfolio is crucial for strategic planning, resource allocation, and overall business success.

Analyzing a product portfolio allows companies to understand the performance of individual products, identify opportunities for growth, and make informed decisions about where to invest resources. This analysis often involves evaluating factors such as market share, profitability, growth potential, and strategic alignment with the company's objectives.

The management of a product portfolio, often termed portfolio management, involves strategic decisions regarding product development, discontinuation, and resource allocation. Companies aim to create a balanced portfolio that meets diverse customer needs, generates sustainable revenue, and maintains a competitive edge. This can involve introducing new products, enhancing existing ones, or phasing out underperforming items.

A diversified product portfolio can help mitigate risks associated with market fluctuations or the decline of a single product line. Conversely, a highly focused portfolio might allow for greater specialization and efficiency. The optimal product portfolio is dynamic and needs to be regularly reviewed and adjusted in response to market changes, technological advancements, and evolving customer preferences.