Marketing Strategy and Planning (Two Product Portfolio Analysis Essay

Marketing Strategy and Planning (Two Product Portfolio Analysis models) - Essay Example Increased competition fuelled by the process of globalisation, vast developments in the information and telecommunication technology as well as rapid changes in the world social and political structures have created intensely competitive markets in which today’s organisations are struggling to find a competitive foothold. Nature of today’s business is such that, organisations can no longer succeed in achieving a competitive advantage through product quality, speed of supply or production cost management. These factors have become prerequisites to stay in business and no longer offer a platform for competitive advantage. Organisations need to streamline their business strategies and explore and identify areas, which can be best exploited with the organisation’s resource base. Maximizing the effective deployment of organisational resources involve, crafting of market and product strategies that best achieve the organisational objectives. Thus, management of the pro duct portfolio becomes a key management consideration for those companies that aim to achieve sustainable competitiveness in the market place.