62 It involves
the following dimensions •
Product Line: A product line is a collection of products in the product mix that are closely connected, either because they perform similar functions, are marketed
to similar client segments, are sold through comparable channels, or are offered at comparable pricing points
•
Product Width: The quantity of product lines that a corporation offers is referred
to as width or breadth •
Product Length Length refers to the total number of products in a firm’s product mix
•
Product Line Depth It refers to the number of variations
within a product type •
Product Line Length It refers to the number of variations within a product line
Try and decipher the product mix chart for HUL Assessing Growth Opportunities Multiple models can be used to assess growth opportunities and assess the performance of strategic business units. These are
BCG Matrix By examining market growth
and product market share, BCG Matrix assists businesses in analysing growth potential and further assists in making decisions regarding whereto invest, whereto discontinue, and whereto develop goods. Each business inside a company is categorized into
one of four groups Cash Cows, Stars, Dogs, and Question Marks. The main issue with the BCG matrix is that it uses a fixed segregation percentage of 50% relative market share of the market leader and 10% CAGR and simultaneously does not take into consideration how poorly performing SBUs contribute to the organization overall.
63 The BCG matrix considers two parameters
Market Growth This dimension is used as a proxy measure of the attractiveness of the market, with high-growth markets being seen as more attractive and offering more potential and opportunity.
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