Senior Year Studio Project | Industrial Design
Diversification and Product Portfolio Composition
It could
-provide easy-to-read portrait of product value proposition
-establish company’s competitive landscape
-spread risk among a large variety of business unit.
Resources
The Chess Piece Versus the Chessboard
PRODUCT PORTFOLIO STRATEGIES
BCG Matrix
Product Portfolio (BCG Matrix)
Categories
Objectives
Stars
Build, Invest for growth
Cash Cows
Milk, Harvest
Dog
Hold
Question Marks
Analyze
Stars
Business Objectives
Build, Push Growth
Design Strategy
Establish Brand Value
Define Flag & Standard
High Visual Impact
Increase Media Exposure
e.g.: Award Winners or Limited Editions
Harvesters
Business Objectives
Milk, High Growth
Design Strategy
Patented Features or Materials
Complexity of Supply Chains
Media Exposure
Holders
Business Objectives
Hold, Maintain Share
Design Strategy
Affordable
Extend Life Span
Improve Quality Within Limited Budget
Niche Testers
Business Objectives
Analyze, Search Growth
Design Strategy
Versatile
Pilot Launch Testing
Analyze to Determine the Next Harvesters
