Candidates should understand how and why businesses might broaden and balance their product portfolio as they grow. A product portfolio roadmap is used to set the the strategy and timeline for all product efforts across an entire group or a set of products in an organization. Low growth products should generate excess cash. The portfolio composition is a function of the balance between cash flows. Discussion 2 Justify the assembly of a balanced product portfolio by marketing managers as a means of ensuring extended success in the health care market industry. Back to previous Rate this term See: Boston Consulting Group Portfolio Analysis Matrix. On the vertical axis, existing markets and new markets are differentiated. A business with a range of products has a portfolio of products. They are: Today`s Breadwinners - These products are most profitable to the company. Production portfolio optimization maximizes the mix of products being marketed to optimize revenue potential. From a substantive point of view, we analyzed marketing innovation as a determinant of innovation success understood as product portfolio innovativeness. Product portfolio management is the practice of strategically overseeing all of the products in a business’s portfolio. But it’s tricky to set your agency apart from bigger agencies, especially if you’re made up of a smaller team or don’t have much experience. Who is in charge is less crucial when there’s good collaboration and interlock. The Boston Consulting group’s product portfolio matrix (BCG matrix) is designed to help with long-term strategic planning, to help a business consider growth opportunities by reviewing its portfolio of products to decide where to invest, to discontinue or develop products. The Boston Matrix is a popular tool used in marketing and business strategy. The different items that form the product line of a company, taken as a whole, is known as the portfolio of the company. Product Portfolios 2. 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