3.3.3—Product portfolio analysis

A product portfolio is the set of products a business manages. Portfolio analysis compares market growth, market share, cash generation and resource needs to guide investment or withdrawal.

Different products can have different roles: some fund the business, some require investment, and some may be candidates for repositioning or exit. The framework is a decision aid, not a verdict.

A mature product with stable cash may fund a high-growth launch, while a declining low-share product may be redesigned or discontinued after considering strategic fit.

Portfolio categories depend on chosen market definitions and time; a label alone cannot determine strategy.