Expand total demand

maintain market share

Increase market share

Attack market dominant players: study weaknesses and missteps; develop new products

Attack those with equal strength: attack those with losses and seize territory

Attack local small businesses: drive them out of the market and steal customers

follow closely

distance following

Choose to follow

The choice of filling base points: good prospects, good benefits, resource adaptation, the strong do not care

The choice of filling base points: multiple is better than single

Professional marketing

Task

Core product [the most basic, most important]: the benefits that customers pursue when purchasing

Tangible products [carrier, image expression]

Additional products [all additional services and benefits]

The combination of all product categories and product items produced and sold by the enterprise

Width: the number of product lines (product categories) in the product portfolio

Length: Total number of product items in the portfolio

Depth: How many colors, varieties and specifications are available for each product.

Expanding Product Portfolio: Broadening Width and Depth

Reduce product portfolio: eliminate loss-making parts and focus on developing advantages

product extension

Introduction period

growth period

mature stage

Recession

Brand new product

Replacement products

Improve product