A product portfolio is a set of services and products that an enterprise sells; a thorough study of this portfolio provides insight into the company’s growth prospects and profit & sales sources. Such a combination may be considered a set of product lines and individual products. This combination is typically divided into the matrix format first promulgated by BCG. The application of portfolio analysis is most prominent in massive organizations with diverse products. By utilizing this portfolio analysis, management can better understand whether a company has enough powerful products coming out or its product lines have become obsolete.
Product Portfolio also helps identify promising future opportunities, thereby improving resource allocation, increasing profit and growth opportunities, improving return on investment, and potential risks. There may be risks, such as the negative impact of unsuccessful products on the business’s bottom line. Product Portfolio means each product requires a different financial bet. Moreover, each product requires a unique strategy, depending on the market’s trajectory. The strategy must treat low-volume products differently in a shrinking market than to enjoy growing sales in a growing industry. Organizations should have a portfolio with different market shares and growth rates to succeed.
Why Is It Essential for a Company?
Portfolio management and planning assist organizations that use it to build their strategies to reap significant benefits. Portfolio Management has a centralized view of product ranges in existing markets. So instead of relying on individual product management, they are taking a broader view, eliminating product development agendas and competitive initiatives. Appropriate and well-planned resource allocation decisions help strengthen products in growing and growing markets. These decisions are balancing products that can be removed or need enhancement. For the performance of a product under actual market conditions, the employee will view the product through a dual prism. Portfolio management uses data-driven technology to simplify research and development by identifying the best opportunities for new markets and products.
What Are the Benefits of a Product Portfolio?
Following are the few benefits of a Product Portfolio.
- It helps to improve the product’s competitive positioning and increase its sales opportunity.
- It helps maximize that investment in the product.
- It can prioritize product priorities.
- It helps identify weak and robust products and helps to clarify the allocation of resources.
- It also helps to ensure consistency between product investments and business objectives.
- It has pointed to a marked advancement in cooperation and communication.
- The product portfolio helps enterprises to promote in multiple markets.
- Setting up a portfolio helps enterprises meet different segment requirements.
- Since the product life cycle ends, it can lead to more modern products replacing them.
- A wide range of products has increased brand awareness overall.
- It is easier for companies to launch new or up-to-date products when they already have an extensive portfolio.
What Is the Relationship Between Product Portfolio & Growth Companies?
New companies with smaller portfolios are more vulnerable to the performance of their main products, which could lead to higher operational volatility. Higher risk and more significant growth potential would lead to more risky stock valuations. Components of a portfolio frequently have wide margins because they have different production costs, price dynamics, or marketing requirements.
As a result, relying on a broad product portfolio helps organizations gain greater visibility into the entire range of products that companies offer. It makes it simpler for managers to understand and manage the relationship between products. It can lead to actions that change this, such as investing more in new products or buying other companies that have the products they need. The composition of the portfolio is a function of the balance between cash flows.