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year 11 business studies - breakeven
- product portfolio
  - the range of products and brands a firm has under control
  - analysis
    - looks at the product portfolio- helps identify where every single product is positioned.
    - HOW?
      - BOSTON MATRIX
        used to identify and analysis their product mix
        
        Market Growth- the % increase in the size of the market in terms of value or volume.
        
        Market Share- the proportion of total market sales that a firm has.
- BOSTON MATRIX
  - Star
  - Cash Cow
  - Problem Child
  - Dog
market share
low
- high
  - low
Rising Star
Problem Child
Cash Cow
Dog
Market Growth
High market share and growth, increasing sales revenue, similar products, heavy promotional spending, cash flow can start negative at first.
High market share but low market growth, firms can spend less on advertising, can use profits from this towards other products (milking it)
low market share but high market growth, sometimes unsuccessful, if the sales increase (through marketing) it could lead to increased profits and become a cash cow but will cost time and money
Low market share and growth, most killed but some have profits and are kept

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