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The Macro Environment – Six Forces in the Environment of...
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  • Marketing Explained
    • I: Marketing and the marketing process
      • Definition: What is Marketing?
      • The Marketing Process
      • The 5 Marketing Concepts
      • The Marketing Strategy
        • Market Segmentation
        • Market Targeting
        • Differentiation and Positioning
          • Differentiation
          • Positioning
      • The Marketing Mix – The 4 Ps
      • Marketing Instruments
      • Portfolio Analysis: Boston Matrix
      • Portfolio Planning: Growth and Downsizing
      • SWOT Analysis
      • Definition of Product and Service
    • II: Understanding the marketplace
      • The Macro Environment
      • The Buyer Black Box – Buyer’s Characteristics
      • The Buyer Decision Process
      • B2B Market Characteristics
      • Customer Lifetime Value
      • Customer Relationship Groups
    • III: Designing a marketing strategy
      • How to create a Marketing Plan – 8 Steps
      • The Consumer Product
        • Three Levels of Product
        • 4 Types of Consumer Products
        • Different Types of Consumer Products
      • Product Line and Product Mix Decisions
        • Individual Product Decisions
        • Product Line Decisions
        • Product Mix Decisions
      • New Product Development (NPD)
        • The New Product Development Process
        • New Product Development Strategies
      • Pricing Strategies
        • What is a Price?
        • 3 Major Pricing Strategies
          • Customer Value-based Pricing
          • Cost-based Pricing
        • Additional Pricing Considerations
          • New Product Pricing
          • Product Mix Pricing Strategies
          • Price Adjustment Strategies
          • Initiating price changes
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        • Product Life Cycle Strategies
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      • Characteristics of Services
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Tag:

downsizing

    Marketing Explained

    Portfolio Planning: Designing the Business Portfolio – Strategies for Growth and Downsizing

    by Maximilian Claessens 4th February 2015
    written by Maximilian Claessens

    Once the company has analysed its current business portfolio and determined which SBUs should receive more and which less investment, it must now shape its future portfolio. This is the second essential part of designing the business portfolio: Portfolio Planning.

    By using the Boston Growth-Share Matrix portfolio analysis approach, the firm has learnt how its current business portfolio looks like and which strategic business units should receive more and which others less attention. But in an increasingly rapidly changing market environment, firms must be prepared for the future. Constant innovation is absolutely critical to survive in the market. If the firm wants to compete more effectively and satisfy stakeholders, it needs growth, but even more important, profitable growth. Therefore, we now focus on the part of designing the business portfolio that involves finding products and businesses the company should consider in the future. This is done by developing strategies for growth and downsizing. We call it Portfolio Planning.

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    4th February 2015
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