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L8: Portfolio and Exam Preparation (Most important (Opportunity (L2),…
L8: Portfolio and Exam Preparation
Apple
Aims at changing perception away from 'iphone company' towards more general technology company
Portfolio balance
Balance long and short term strategy/management
Problem identification
GAP analysis
Gap between planned revenues and predicted revenues
Narrowing the gap with
Market prentration
Market development
Product development
Diversification
Portfolio Analysis
BCG matrix
Question marks
Newcomer products/Growth potential but small relative market share
Stars
Very promising. High market share and self-funding. Recommendation: Further investment and eventually skimming strategy
Dogs
Minor market growth or decrease. If mean loss, they should be sold or disposed
Cash Cows
High market share in a small growing/stable market. Melking is advisable, no further Investments needed
y-axis: Relative market growth: 0 to 10 percent (depends on actual growth in industry)
x-axis: Relative market share: 0 to 2.0
Criticism
Relative market share as major variable for company success: Many companies operate very successfully with a niche profile
There could be a downward y-axis added for shrinking markets
Point setting of 1.0 for relative market share and 5 percent for market growth is subjective and need to be adapted to the real life numbers of industry
Most important
Opportunity (L2)
Product Development (L1,2)
New Product Pre-announcement (L3)
Launch (L4)
Competitive Reaction (L5)
Diffusion (L6)
Portfolio balance (L8,2)
Source of performance, Value Chain (L7)
Insights
First Movers will not always be winners, it depends
Being fast is not key, it's more about how activities are intergrated
Laggards imitate the leader, but leaders also imitate followers
Uncertainty provides risks as well as opportuntities
Abandnoning a project does not necessarily means failure, it is a part of experimentation and triggers learning