Produktportföljhantering

Produktportfölj is a Swedish term that translates to "product portfolio" in English. It refers to the collection of products or services that a company offers to its customers. A well-managed product portfolio is crucial for a company's success, as it helps in strategic decision-making, resource allocation, and market positioning.

The concept of a product portfolio encompasses various aspects. It involves analyzing the performance of individual products, understanding their contribution to overall revenue and profit, and assessing their alignment with the company's long-term goals. Companies often use tools like the Boston Consulting Group (BCG) matrix or the Product Life Cycle (PLC) model to categorize and evaluate their products within the portfolio. These tools help identify stars, cash cows, question marks, and dogs, guiding decisions on investment, divestment, or repositioning.

Effective product portfolio management ensures that a company maintains a balanced mix of products. This balance can refer to various dimensions, such as innovation versus established products, high-growth versus stable markets, or different customer segments. A diverse portfolio can mitigate risks associated with market fluctuations or the decline of individual products. Conversely, a portfolio that is too broad might strain resources, while one that is too narrow could be vulnerable to competitive threats. Strategic decisions about new product development, product line extensions, and product discontinuation are all integral parts of managing a product portfolio. The ultimate aim is to optimize the collective performance of all products to achieve sustainable business growth and profitability.