- “Most organisations offer more than one product or service…..The advantage here
is that the various products – the product portfolio – can be managed so that they
are not all in the same phase in their life cycles. Having products evenly spread
across life cycles allows for the most efficient use of both cash and human
resources.”
Hollensen, S. (2015) Marketing Management: A relationship approach. 3 rd ed.
Harlow Pearson p257.
By reference to academic literature, explore the concept of the product
portfolio and product lifecycle management, using appropriate industry
examples to demonstrate your learning and application.
Indicate how a company could apply the concepts, making generic
recommendations.
