Portfolio Analysis and Strategic Market Planning - Portfolio analysis and strategic market plans

8 important questions on Portfolio Analysis and Strategic Market Planning - Portfolio analysis and strategic market plans

What are the three strategic market plans for defensive strategies?

  1. Protect position
  2. Optimise position
  3. Monetise
  4. Harvest/divest

Explain the defensive strategy: protect position.

Invest to protect market share and competitive advantage.

Explain the defensive strategy: optimise position.

Optimise price-volume and marketing resources to maximise profits.
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Explain the defensive strategy: monetise.

Manage market position for maximum cash flow with limited marketing resources.

Explain the defensive strategy: harvest/divest.

Manage the product for maximum short-term cash flow or minimum losses.

What are the three strategic market plans for offensive strategies?

  1. Invest to grow
  2. Improve position
  3. New market entry

Explain the offensive strategy: invest to grow.

Invest marketing resources to grow the market or market share.

Explain the offensive strategy: new market entry.

Invest to enter new attractive markets or develop new products-markets.

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