“Most organisations offer more than one product or service…..The advantage here is that the various products – the product portfolio – can be managed so that they are not all in the same phase in their life cycles” (Hollensen, 2015 p257).
Having a balanced portfolio allows for the most efficient use of both cash and human resources (Hollensen, 2015 p257).
* Hollensen, S. (2015) Marketing Management: A relationship approach. 3rd ed. Harlow Pearson.
By reference to academic literature, explore the concept of product portfolio management, using appropriate marketing models and industry examples to demonstrate your learning and application.
Indicate how any company could apply the concepts around portfolio management, making generic recommendations.
You are required to produce an essay that demonstrates your understanding of key aspects of Strategic Marketing.
