Portfolio Analysis
The portfolio analysis is an instrument for analysing companies and deals by positioning products, business models or innovations in the competitive environment.
A classic presentation of the portfolio analysis is limited to the dimensions market attractiveness and market share. The internal and external evaluations of the examined product are presented afterwards in a simple matrix.
Depending on the state the products / innovations are positioned, corporate strategies can be derived. It is, for example, advantageous to invest in products or innovations that are rated with a high market attractiveness and a high competitive advantage.
Besides the basic dimensions mentioned above, the portfolio analysis can also be applied in many other types and forms. Especially, when assessing start-ups this evaluation approach is often used. Possible dimensions here would be the growth potential as well as the expected return.
A classic presentation of the portfolio analysis is limited to the dimensions market attractiveness and market share. The internal and external evaluations of the examined product are presented afterwards in a simple matrix.
Depending on the state the products / innovations are positioned, corporate strategies can be derived. It is, for example, advantageous to invest in products or innovations that are rated with a high market attractiveness and a high competitive advantage.
Besides the basic dimensions mentioned above, the portfolio analysis can also be applied in many other types and forms. Especially, when assessing start-ups this evaluation approach is often used. Possible dimensions here would be the growth potential as well as the expected return.