Product lifecycle and portfolio
Stage 3 · Offer and value proposition
Product lifecycle and portfolio
Product lifecycle and portfolio tools review every product on growth, share, margin and lifecycle stage, so you can decide which to invest in, extend, reposition or retire. They make portfolio choices explicit instead of letting the range grow by default.
Questions it answers
1Which products deserve more investment?
2Which can be extended, and which should be retired?
3Is our margin and cost-to-serve data good enough to decide?
How it works
The steps teams follow in our programs and projects.
Step 1
Check the data
Margins, real cost to serve, currency and coverage.
Step 2
Plot the portfolio
Growth, share, margin and lifecycle stage.
Step 3
Find options
Invest, extend, reposition or retire.
Step 4
Govern
Review regularly with leadership.
What you get
The output
A portfolio view (often a bubble chart) with a decision for each product.
Where AI helps
Where judgment decides
Analyzes product data and spots outliers quickly.
Decides on the choices, especially when to stop.
From our client work
How clients apply it
Paraphrased and anonymized from recent programs and engagements.
Application 1
A product management team reviewing its range considered several two-by-two approaches, and first had to check whether its margin data was reliable.
Application 2
A crop protection business looked at extending the life of products forecast to be delisted as part of a growth plan.
Application 3
Clients run lifecycle programs to get more from mature products.
Linked tools
The output of one tool becomes the input to the next.
Builds on
Questions about Product lifecycle and portfolio
Which portfolio matrix should we use?
Any simple two-by-two gives first insight. The bigger question is whether the data underneath is accurate.
How often should we review the portfolio?
At least once a year, with lighter quarterly checks.
Other tools in stage 3: Competitive Assessment · Value Creation · Value Proposition builder · Right to Win · Product lifecycle and portfolio
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